Haelixa, a Switzerland-based deeptech company specialising in DNA-driven product traceability, has introduced a new DNA-based Authenticity Service designed to help luxury brands combat counterfeiting, fraudulent returns, and high-quality replicas. The solution provides physical, product-level verification by embedding forensic proof directly into luxury goods.
Counterfeit products are increasingly entering legitimate brand ecosystems through returns, resale, repairs, and after-sales channels. This creates not only reputational concerns but also operational risks, as the inability to verify authenticity quickly leads to higher disputes, financial losses, and weakened consumer trust.
Industry estimates indicate that counterfeiting results in approximately $250 billion in annual losses for the global luxury sector. In Switzerland alone, the watch industry reportedly loses around $1.88 billion each year to counterfeit goods, highlighting the scale of the challenge brands face.
Haelixa addresses this issue by integrating a nano-sized, brand-specific DNA marker directly at the material level of a product. The marker is invisible, permanent, and engineered to resist removal, duplication, or substitution. Once embedded, it remains intact throughout the product’s lifecycle, including resale, repair, and return processes.
Authentication is performed using a straightforward swab and qPCR test, delivering a clear pass or fail result within 30 minutes. This allows retailers, service centres, and brand protection teams to verify products on-site without specialised expertise. Portable, customised testing devices support global deployment and make the verification process fast and repeatable.
The service is tailored for high-value categories such as watches, jewellery, and leather accessories. The DNA marking process integrates seamlessly into existing production workflows, leaves no visible trace, and does not compromise product quality. It can also work alongside Digital Product Passports and NFC technologies, combining physical and digital authentication.
Key benefits include:
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Faster verification across resale, repair, and return channels
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Reduced exposure to counterfeit and fraudulent returns
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Stronger resale and buy-back programmes
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Long-term protection of brand equity
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Greater control over production and distribution integrity
Patrick, CEO of Haelixa, said: “Luxury is built on trust. Today authenticity must be proven repeatedly. By embedding DNA directly into the product, we provide brands with scientific proof they can trust throughout the entire product lifecycle and beyond.”
Klemens Link, Haelixa’s Director of Anti-counterfeiting and Brand Protection, added: “Counterfeiting is no longer peripheral. It enters through everyday operations. A simple test gives brands, and their customers, a definitive answer in minutes and restores control at scale.”
Positioned as foundational infrastructure rather than a visible label, Haelixa’s embedded DNA markers offer durable forensic-level proof in areas where documentation and external tags are no longer sufficient.
