TAG Heuer is now accepting crypto payments for watches sold online in the US.
The luxury Swiss watchmaker says it’s a “significant step on its digital transformation journey”.
Customers will be able pay with Bitcoin, Ethereum and a selection of 10 other cryptocurrencies, with a maximum spend equivalent to $10,000 in each transaction.
“We have been following cryptocurrency developments very closely ever since Bitcoin first started trading,” said the company’s CEO Frederic Arnault.
“As an avant-garde watchmaker with an innovative spirit, we knew TAG Heuer would adopt what promises to be a globally integrated technology in the near future despite the fluctuationsâ€” one that will deeply transform our industry and beyond.”
The announcement follows news last week that Tesla CEO Elon Musk had suspended purchases of electric cars with Bitcoin, citing concerns over climate change.