For years, cryptocurrency has been considered the future of payments and finance. Now, it’s not just making headlines — it’s becoming a fashionable way to shop. Luxury brands, always quick to spot trends, are welcoming crypto users, catering to shoppers who are as comfortable with tech as they are with high fashion. From classic Swiss watches to daring streetwear, paying with crypto isn’t a far-off idea anymore — you can do it today.
Here are seven brands making it happen.
Gucci
Gucci was among the first brands to jump into the pool of crypto. At its U.S. flagship stores, customers can now check out their sneakers, handbags, and even couture pieces with Bitcoin and a few other major cryptocurrencies. At checkout, you just need to scan a QR code with your crypto wallet. It sends a statement that Gucci is comfortable with old-world luxury mixing with new-world technology.
TAG Heuer
TAG Heuer, the Swiss precision watchmaker, has also jumped on the crypto bandwagon. It partnered with BitPay for customers to check out with Bitcoin, Ethereum, and a few cryptocurrencies. With its long history, TAG Heuer is a good example to demonstrate that old-world tradition does not need to conflict with new-world technology; it can actually complement each other.
Off-White
Off-White has taken its streetwear attitude into payments. At flagship stores in Paris, London, and Milan, shoppers can pay with Bitcoin, Ethereum, Binance Coin, and even stablecoins like USDT. For a brand built on youth culture and innovation, crypto feels natural—just another way to keep the energy of the brand alive.
Breitling
Online shoppers can now buy aviation-inspired watches with Bitcoin, thanks to BitPay. For collectors, it’s a fresh, faster way to grab a timepiece without going through the usual banking channels. A small change in process, but it makes a big difference for those who like things simple and efficient.
Farfetch
Farfetch, the luxury marketplace that spans the globe, has made crypto shopping simple. Customers in more than 35 countries can browse designer labels and pay using Bitcoin, Ethereum, or stablecoins. By embedding crypto directly into checkout, Farfetch has removed friction, letting shoppers grab luxury fashion without the usual hoops.
Balenciaga
Balenciaga isn’t shy about making bold moves, and crypto fits right in. Select stores and online channels now accept Bitcoin and Ethereum. For the brand, it’s not just about payments—it’s about connecting with a younger, digitally fluent audience who expect innovation at every turn.
Philipp Plein
German designer Philipp Plein has gone all-in. His brand now accepts over 20 cryptocurrencies, both online and in select stores. Plein has even experimented with NFTs, blending fashion and blockchain in ways few luxury brands attempt. For him, crypto is more than payment—it’s part of the experience.
Luxury goes digital
The rise of crypto in luxury shows that tradition and technology can coexist. Watches, couture, even exclusive experiences—digital currencies are finding their place at the top of retail. Not every brand has jumped in, but these seven show that in 2025, paying with Bitcoin isn’t some futuristic experiment anymore. For those ready to spend their digital wealth, it’s very real—and undeniably stylish.
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