OTB

Brand-owner Renzo Rosso, who is CEO of the OTB group, lauded Martens as a “phenomenon,’’ but said there was a lot of teamwork to get the kind of results.

When customers look up one of the 600,000 OTB products registered, they don’t just do it on any random website; the brands control which goods are registered on the platform.

OTB’s service allows customers to tap their smartphone, for example, on a new pair of Maison Margiela Tabi shoes, which have NFC chips embedded in them.

“A digital certificate of authenticity is a huge, huge problem solver,” says Stefano Rosso, chairman of the French fashion house Maison Margiela and chief executive officer of BVX, which are both part of OTB Group.

OTB is a member of the Aura Blockchain Consortium, which runs blockchain technology specifically for luxury brands.