Since 3 years already, Breitling is leveraging at scale the Blockchain. Each Breitling Watch has a digital twin as an NFT. The NFT is the proxy that anonymously connect the watch owner with the Brand. Dedicated journeys, set in Salesforces, interface the Blockchain, allowing to send Clienteling messages to the watch owner for a better and sustainable engagement with the brand. With the NFT, the watch owner enters the world of the Breitling.com trading platform, for 121 trading transactions also including the possibility of selling the watch to Breitling, for an upgrade, in a fully circular approach. The Breitling NFT is also the key to access the Breitling Loyalty Club for an extended experience in the Breitling hospitality world, allowing to reconcile exclusivity and inclusivity.