Luxury Blockchain Gets a New Leader to Drive Global Growth

The Aura Blockchain Consortium, a non-profit organization established in 2021 by leading luxury groups LVMH, OTB Group, Prada Group, and Cartier (Richemont), has announced the appointment of Marcel Härtlein as its new CEO and Secretary General. This leadership change signals a pivotal moment for the consortium as it embarks on a new phase of international growth and development.

Härtlein brings a wealth of experience within the luxury sector to his new role. Most recently, he served as Group Head of Digital and IT at Lalique, the renowned crystal maison and an existing member of the Aura consortium. During his tenure at Lalique, he was also a member of the executive board and spearheaded significant global digital transformation and innovation projects focused on enhancing the customer experience.

An alumnus of both IMD Business School and Harvard Business School, with a specialization in digital strategy and digital excellence, Härtlein is well-equipped to guide Aura through its next evolution. His key objectives will center around broadening the consortium’s global membership base, accelerating the adoption of blockchain technology within the luxury industry, and introducing innovative, value-added services to its members.

Under Härtlein’s leadership, Aura will continue to focus on expanding its suite of solutions designed to protect brand integrity, enhance transparency throughout the supply chain, and foster stronger relationships between brands, their partners, and ultimately, the end consumer. This commitment reinforces Aura’s core ambition: to prioritize authenticity, trust, and a superior customer experience in the digital landscape of luxury.

Founded to establish a common standard for digital transformation within the luxury sector, the Aura Blockchain Consortium champions transparency, collaboration, the safeguarding of brand authenticity, and responsible innovation. Currently, the consortium comprises over 50 luxury brands and has successfully registered more than 80 million products on its blockchain platform.

“Having experienced the consortium from within a member company, I have been able to appreciate its impact in redefining the concepts of trust and craftsmanship in the digital age,” stated Härtlein. He further expressed his enthusiasm for “working and building on this legacy, helping to drive Aura's expansion and strengthen its role as a collaborative standard of excellence for leading luxury brands worldwide.”