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Not all will share Biver’s effusiveness, but rest assured, luxury brands who know what they are doing have been investing in this market for years now.Full article is at Bloomberg.com.? Hat tip: L2.

Hublot's latest venture, Hublotista.com is sure to make owners of exclusive Hublot timepieces feel even more exclusive. Besides being a club which offers an extensive range of services and privileged access to the brand for Hublot timepiece owners, Hublotista.com is also a system for protecting and authenticating watches. The first of its kind program in the watch making world, it is another milestone achievement for Hublot who first developed the unique new electronic identification system for its watches, using the "Hublotista" chip card and reader. The Hublotista chip card and reader both provided in every watch box act as a passport for the watch. Using the device provided during purchase (reader and card), the owner of a Hublot watch can check its authenticity and serial number online, consult the instructions and also register at the same time on "Hublostista.com", the club exclusively reserved for owners of Hublot watches.