Former Tesla product manager wants to make luxury goods impossible to fake, starting with a chip

A new European startup is aiming to combat the persistent problem of luxury goods counterfeiting with a novel hardware-based solution. By developing a "hack-proof" chip, the company seeks to introduce an unprecedented level of security to authenticate high-value items, addressing a significant challenge for both brands and consumers. This initiative underscores a growing trend in Europe towards creating proprietary digital solutions to enhance product integrity and bolster trust in the digital economy. The core of the technology lies in a specialized chip designed to be resistant to sophisticated tampering devices, specifically mentioning its ability to thwart tools like the Flipper Zero, a device known for its versatility in interacting with wireless systems. Each chip is securely paired with a unique digital certificate, creating a verifiable link between the physical product and its authenticated digital twin. This layered approach promises to make unauthorized replication and fraudulent claims of authenticity exceptionally difficult, if not impossible. This innovation is poised to significantly impact the luxury goods market, providing a robust defense against the multi-billion euro industry of counterfeit products that erodes brand value and misleads consumers. By enhancing traceability and preventing the proliferation of fake items, the technology supports brand protection efforts and offers consumers greater confidence in their purchases. The development also aligns with Europe's broader ambition to foster digital sovereignty and establish leadership in secure, innovative technology sectors.