To lead the next era of global growth, adoption and enhanced services
Geneva, 8 January 2026 — Aura Blockchain Consortium and its Steering Members (LVMH, OTB Group, Prada Group and Cartier, part of Richemont) is pleased to announce the appointment of Marcel Härtlein as its new Chief Executive Officer and General Secretary, marking the beginning of a new chapter of global growth and collaboration in luxury.
Marcel joins Aura following an accomplished career in the luxury sector, most recently serving as Group Head of Digital and IT at Lalique, an Aura member brand, where he was also a member of the Executive Board. During his tenure, he led digital transformation initiatives that elevated customer experience and strengthened the brand’s global operations.
Since its inception, the Consortium has grown to include over 50 luxury member brands and has registered over 80 million luxury products on its blockchain, representing collaborative effort to enhance innovation, consumer confidence and sustainable practices within the luxury sector. Through their award-winning solutions such as Blockchain and the Digital Product Passport, luxury brands can elevate and enrich the customer experience like never before.
Having come from within Aura’s own ecosystem, Marcel brings a uniquely valuable perspective, having witnessed first-hand the Consortium’s commitment to transparency, collaboration, and innovation. Inspired by this shared vision, he now steps into the role with a deep understanding of both brand expectations and the Consortium’s mission.
In his new role, Marcel Härtlein will guide Aura into its next phase of growth, building on its pioneering blockchain foundation to deepen connection at every element of the luxury ecosystem. His focus will be on expanding Aura’s global membership, advancing adoption of the blockchain by brands, and introducing new services that deliver added value for luxury customers. Under his leadership, Aura will continue to expand its offering, protect the integrity of brands, enhance transparency across value chains, and strengthen the connection between brands, partners and customers. With this vision, Aura reinforces its mission to ensure that authenticity, trust, and customer experience remain at the heart of luxury in the digital era.
“Having experienced Aura’s work from within a member brand, I’ve seen its impact on redefining trust and craftsmanship in the digital age,” said Marcel Härtlein. “I look forward to building on that legacy, driving the Consortium’s expansion and deepening its role as the collaborative standard of excellence for the world’s leading luxury brands.”
Lorenzo Bertelli, Chief Marketing Officer and Head of Corporate Social Responsibility at Prada Group and Chairman of Aura Blockchain Consortium, commented:
“The Board and I are delighted to welcome Marcel to Aura. His leadership experience within the luxury industry and his understanding of Aura’s ecosystem make him uniquely positioned to guide this next phase of growth and collaboration. Marcel embodies the values at the heart of Aura, innovation, integrity, and the pursuit of excellence.”
Aura Blockchain Consortium continues to unite the world’s most prestigious luxury brands through shared values of trust, transparency, and innovation, shaping the digital future of luxury together.