Haelixa Appoints Industry Expert Hanspeter Pieth to Advisory Board

ZURICH, Oct. 07, 2026 /CourierPR/ -- Haelixa, a Swiss deep tech company specializing in DNA-based physical authentication technology, has appointed Hanspeter Pieth to its Advisory Board. Pieth, who serves as Board Member at Estima AG and Delegate of the Board of Directors at Meister 1881, brings a wealth of experience in the luxury watch and jewellery industry to the company.

Pieth's appointment underscores Haelixa's strategic move to advance DNA authentication in the watch and jewellery sector. The company's latest innovation, ProofDNA™, is a forensic, DNA-based authentication solution that embeds an invisible, brand-unique DNA marker directly into products. This technology cannot be removed, altered, or copied and remains with the product for its entire life cycle. Unlike existing systems such as Digital Product Passports, NFC, or QR codes, ProofDNA™ offers clear, binary proof of authenticity that can be authenticated on-site and independently, giving brands control over their product authentication.

Haelixa's technology addresses a significant issue in the luxury sector. In Switzerland alone, the watch industry loses an estimated $1.88 billion annually to counterfeit activity, contributing to a global loss of $250 billion across the luxury sector each year, according to OECD data. Pieth's dual perspective on precision and quality at the component level and the final product experience at Meister 1881 will be invaluable as Haelixa scales its physical authentication technology.

Pieth's experience spans three decades in the Swiss watch and jewellery retail industry. He served as CEO of Beyer Chronometrie AG, the oldest watch retailer in the world, providing him with firsthand insight into the full product journey, from manufacturing to customer trust. His roles at Estima AG and Meister 1881 further underscore his expertise in the industry.

Haelixa's technology aims to provide independent verification when documentation alone is not enough. Its patented DNA marker technology delivers scientifically verifiable, product-level proof of origin and authenticity for luxury brands. As the company continues to expand its market presence, Pieth's appointment is expected to bolster Haelixa's efforts in combating counterfeiting and ensuring brand integrity.