Gucci, Ferrari, Hublot, and other elite brands now allow payments with BTC, ETH, and stablecoins. This is how luxury is becoming digital in the Web3 era.
Luxury becomes digital… with cryptocurrencies.
In a world where more and more fortunes are being created on the blockchain, major luxury brands have understood the message: cryptocurrency money also wants to spend big.
From fashion to Swiss watches, art, cars, and real estate, it is now possible to pay with Bitcoin, Ethereum, or USDC at various points in the global luxury ecosystem.
And it's not the future: it's already happening.
Decentralized tourism vs. banking tourism: who offers true luxury?
Gucci and Balenciaga: pioneers in cryptocurrency boutiques.
In 2022, Gucci began accepting up to 10 cryptocurrencies (BTC, ETH, USDC, DOGE, SHIB, etc.) in selected stores in the US through BitPay. Balenciaga followed suit, allowing payments in BTC and ETH in New York and Los Angeles. Both brands belong to the Kering group and saw Web3 as a new way to interact with millennial and cryptocurrency-native consumers.
Hublot and TAG Heuer: Time is also paid on the blockchain.
Swiss watchmakers have also joined the movement. Hublot launched limited edition NFTs with payment options in cryptocurrencies.
TAG Heuer allows you to buy watches for up to $10,000 in over 10 cryptocurrencies, integrating the Web3 experience directly into traditional luxury.
Ferrari accepts BTC and ETH in the US and Europe.
Since 2023, Ferrari allows payments with Bitcoin, Ethereum, and USDC at dealerships in the US and has extended this option to European dealerships since 2024. The system works with BitPay, which automatically converts to the local currency.
The result? High demand… and discretion. Buyers opt for privacy and speed.
Farfetch and Printemps: Luxury retail is also adopting cryptocurrency.
Farfetch, one of the largest luxury fashion platforms, accepts cryptocurrencies in 37 countries.
Printemps, a historic French house, enabled crypto payments with Binance Pay and Lyzi.
This movement seeks to capture the emerging market of high-net-worth cryptocurrency consumers.
Christie's Real Estate and Gallery Art: Properties and Pieces from BTC.
The world of art and real estate has not been left behind:
Christie's International Real Estate offers luxury properties payable in BTC, with specialized intermediaries.
Dadiani Fine Art, based in London, has been selling art and tokenized assets exclusively in cryptocurrencies since 2018.
Why luxury embraces cryptocurrencies.
Global, decentralized, and discreet buyers.
Direct payments, without banks or delays.
A new status symbol: paying in Bitcoin is a statement.
Today, having a wallet can open more doors than a Black card.
In summary.
Cryptocurrencies are not only transforming finance. They are also redefining the meaning of luxury.
If you can pay for a Swiss watch with Ethereum or a Ferrari with Bitcoin, luxury is no longer in your wallet… it's on the blockchain.