Hublot and WISeKey Digital Brand Protection Solution Showcased at the Annual Meeting of New Champions 2010 Tianjin, People's Republic of China

By Wisekey Sa, PRNE
Saturday, September 11, 2010

TIANJIN, China, September 13, 2010 - Hublot, a leading Swiss watch manufacturer and WISeKey, a 2010
World Economic Forum (WEF) Global Growth Company, announced the successful
deployment of their unique breakthrough anti-counterfeiting solution,
demonstrating the highly proactive collaboration amongst Global Growth
Companies to develop concrete solutions to important issues facing society.

Since 2010, all Hublot watches have been protected by WISeAuthentic(R),
an authenticity-certification system using WISeKey technology. Operational in
over 400 Hublot boutiques over all continents and praised by the reseller
network and Hublot's management, the risk of counterfeiting is greatly
reduced and sales are monitored in real time, allowing quantifiable direct
marketing activities and control of the gray market.

"The technology consists of creating an electronic guarantee certificate
with an algorithm, which contains the watch identity code and enables
privileged access to a reserved space on the Hublot website. Hublot sales
outlets and clients are able to use the SmartCard to check instantly online
if the watch is genuine. This combination provides a fail-safe solution,
impossible to replicate, at a fraction of the amount lost in sales due to
counterfeits," said Jean-Claude Biver, Hublot's CEO.

"This is a major issue debated between WEF Global Growth Companies here
in Tianjin, as counterfeiting represents five to seven percent of all world
trade and is increasing daily," said Carlos Moreira, WISeKey's CEO. "With
luxury brand industries estimated at one trillion dollars (US), these
companies need a reliable solution that will prove authenticity. We are
pleased that WISeKey technology is now used in the fight against

WISeAuthentic is available for luxury, pharmaceutical, auction,
aeronautic and gemology products.

More information:

    WISeKey SA
    Olivia Ward

Contact: WISeKey SA, Olivia Ward, oward at, +41(0)22-594-3000

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