3 mins readLa Maison Steel, a trendsetter in the realm of luxury, unveiled its opulent Apple Watch accessories this Tuesday in Paris. These avant-garde accessories come integrated with a Near Field Communication (NFC) chip linked to a Polygon-based Non-Fungible Token (NFT).
La Maison Steel's diamond-encrusted SmrtKuff. Image: François Goizé
Uniting Traditional Craftsmanship with Cutting-Edge Blockchain Technology
Driven by entrepreneur Nicole Steel, La Maison Steel's aim is to seamlessly blend time-honored artisanship with forward-thinking blockchain technology. The ultimate goal? To counteract counterfeiting and facilitate the introduction of blockchain to newcomers using a language they can understand.
The Launch of Luxury SmartKuffs
As part of the illustrious Paris Haute Couture Week, Nicole Steel presented her innovative line of luxury SmartKuffs for the Apple Watch. Starting from $290, these tech-savvy accessories are a product of La Maison Steel, a brand Nicole Steel initiated in 2019.
The Exclusive High-Jewelry Version of SmartKuffs
Another look at the SmrtKuff accessory for Apple Watch. Image: François Goizé
The SmartKuffs are available in various materials, starting from entry-level leathers sourced from French tanneries to exotic skins. The crown jewel of the collection is a limited-edition, made-to-order high-jewelry version meticulously crafted by a Parisian atelier. This ultra-luxurious version is embellished with more than 400 VVS diamonds totaling 2.5 carats, set in white gold palladium.
Implementing Blockchain Technology in Luxury Goods
Every SmartKuff accessory comes equipped with an NFC chip that enables users to access a digital ID and information about its origin, verified via an NFT on the Polygon, an Ethereum scaling network.
For products crafted from exotic leathers, all certified by the International Crocodilians Farmers Association, their digital passports feature the product’s CITES certification, which is necessary for trading certain species and ensures traceability and sustainability.
The Genesis of the Idea
Nicole Steel, founder of La Maison Steel. Image: La Maison Steel
Nicole Steel, a former real estate investment analyst, envisioned a harmonious blend of classic craftsmanship and luxurious appeal with the value brought by blockchain technology. The catalyst for her idea was the ever-growing global counterfeit market. She saw the solution in blockchain technology, a subject she had a longstanding interest in, as shown by her senior thesis on international money laundering.
Introducing a Limited Edition Bag Line
The Paris event also served as a platform for the debut of Steel's limited edition bag line, another masterpiece from her blockchain native brand. Just like the SmartKuffs, these bags are also NFC chip-enabled. The most exclusive bags come with an additional NFT digital twin.
The Motivation Behind the Design
Steel's design approach is fueled by a mix of aesthetics and practicality. Being "data-obsessed" and a long-time fan of wearable smart devices, she felt the need to bring more people—women, in particular, into the realm of blockchain technology.
The Potential Market
Targeting Apple Watch owners is strategic, as they already demonstrate a degree of technical savviness. Another reason is Apple’s dominating position in the smartwatch market, having sold over 200 million devices to date. Compatibility with Apple Wallet further smooths the transition for people already accustomed to storing credit cards or Web2 loyalty cards digitally.
La Maison Steel's Launch Event in Paris
The launch event during Paris Haute Couture Week took place at Le Bristol, a Parisian hotel known for its exclusive NFT collection, "Le Bristol Unlocked." The choice of venue, according to Steel, was coincidental. She was previously unaware of Le Bristol's move to blockchain, yet she sees potential collaborations in the future.
