Aura Blockchain Consortium has entered a new chapter with the appointment of Marcel Härtlein as Chief Executive Officer and Secretary General. The non-profit group, founded in 2021 by leading luxury names such as LVMH, Prada Group, OTB Group, and Cartier, is preparing for a new phase of global growth and wider industry impact.
Härtlein brings strong experience in the luxury and digital space. Before this role, he was Group Head of Digital and IT at Lalique, a historic crystal brand and member of the Aura Consortium. At Lalique, he served on the executive board and led major digital and innovation initiatives to improve the customer experience across international markets. His work modernized how the brand connected with customers while staying true to its heritage.
With academic training from IMD Business School and Harvard Business School, where he focused on digital strategy and excellence, Härtlein brings practical and strategic insight to his new position. Having already worked within the Aura ecosystem, he understands the needs of its member brands and the consortium’s broader mission.
As CEO and Secretary General, Härtlein will guide Aura through its next stage of development. His key goals include expanding the number of member brands, increasing blockchain adoption across the luxury sector, and launching new services that deliver value to brands and customers. Under his leadership, Aura plans to further protect brand authenticity, improve supply chain transparency, and strengthen relationships between luxury houses and their customers.
Today, Aura includes more than 50 luxury brands and has registered over 80 million products on its blockchain. With Härtlein at the helm, the consortium aims to strengthen trust, authenticity, and craftsmanship in the digital age.
