Luxury Assets Are Coming On-Chain

Last week, the Swatch x AP Royal Pop collection sparked a wave of excitement across the crypto space. Major projects like Solana, MEXC, and CoinMarketCap all jumped in by creating parody images that quickly turned into memes across platform X. Although this watch launch may not be tokenization in the true sense, it signals that luxury assets are gaining traction in the blockchain world and may be making their way back on-chain. So what does this trend mean for SIX Network?

Real Use Cases That Have Already Happened Luxury Assets x Blockchain

Even though Solana’s parody images of the Swatch collection generated buzz across Web3 without being an actual collaboration, did you know that just a few years ago, there were real collaborations between luxury watch brands and well-known blockchains? From 2022 to 2025, NFTs were at their peak, marking a period when real-world assets began connecting with blockchain, and many notable brands started experimenting with this. So which brands brought their assets into tokenization? Let’s take a look.

Franck Muller x Solana Watch Collection

In May 2025, Franck Muller, the Swiss luxury watchmaker, launched a limited edition collection of 1,111 timepieces priced at 20,000 Swiss francs, approximately $24,300 each. Every piece features a QR code embedded at the 12 o’clock position, linking directly to the owner’s personal Solana wallet.

Franck Muller called this product phygital a blend of the words physical and digital. Each watch grants the owner access to exclusive events, early access to new projects, and curated on-chain experiences.

What Franck Muller did was prove ownership through blockchain and connect a physical object to the holder’s digital identity. While this is not yet full tokenization, it marks an interesting first step for a luxury brand entering the on-chain world.

VP Bank x Huber x AP
Creating Real Watch Ownership Rights on Blockchain

In 2022, VP Bank partnered with Huber, a watch retailer in Liechtenstein, to tokenize an Audemars Piguet Royal Oak ref. 14802ST, which Norman J. Huber had owned for 30 years, became the first watch ever tokenized on blockchain in Liechtenstein.

Thomas von Hohenhau from VP Bank and Hansjoerg Roshard from Huber explained that tokenization is the process of mapping real-world rights onto a digital blockchain. In the case of this watch, the tokens represent ownership rights, meaning the token holder is the legal owner of the underlying watch. For the first time, ownership rights to a real asset could be processed, transferred, and divided.

This is the tokenization model closest to what SIX Network does, because it is not simply linking an object to a wallet, but creating genuine ownership rights on a blockchain backed by a legal framework.

So Can SIX Network’s Tokenization Do This?

The answer is yes. SIX Network has SIX Garage, a tokenization suite that supports bringing real-world assets of any type onto blockchain, covering everything from asset verification and token structure design to compliance configuration according to applicable legal frameworks.

On the investor engagement side, just as Franck Muller’s collection grants exclusive privileges to watch owners, SIX has Pas.ss, a dedicated platform for managing token holder privileges. It works at both the proof-of-ownership level and the full tokenized asset level, depending on the structure of each project.

Why Watches Are a Strong Fit for Tokenization

Luxury watches possess qualities that make tokenization especially valuable, high value, naturally high scarcity, and a secondary market that is deeply illiquid. Transferring ownership of a watch worth hundreds of thousands of baht through conventional means is slow, complicated, and lacks transparency. Tokenization makes everything on-chain, fully traceable, and divisible into fractional ownership when needed.

VP Bank noted that one of the strongest use cases for tokenization is when a collector wants to pass a collection to the next generation; tokens become the ideal mechanism for distributing the collection equally among all beneficiaries as co-owners.

Watches are one of many luxury asset types moving in this direction, alongside fine art, wine collections, and premium real estate. The infrastructure that will support this wave needs to be ready before the wave arrives.

Beyond luxury brand assets returning to blockchain, what other asset types will we explore through the lens of tokenization next?

Stay tuned for what’s coming soon.