Ferrari enters the era of tokenized luxury with the launch of the “Ferrari 499P Token” in partnership with Conio

Ferrari is taking a bold step toward the next frontier of global luxury with the launch of the Ferrari 499P Token, an exclusive digital asset that will form part of its private Hyperclub ecosystem, developed in collaboration with the Italian fintech Conio. This initiative opens a new chapter in the relationship between luxury brands, collectors, and blockchain technology, creating an unprecedented way for Ferrari’s most dedicated clients to join in a hybrid digital-physical universe.

The token will grant access to unique privileges, including the opportunity to bid on the Ferrari 499P prototype, winner of the iconic 24 Hours of Le Mans, as well as priority participation in private events, exclusive hospitality experiences, reserved content, and advanced engagement opportunities within the Ferrari universe. This is not simply a digital asset: it is an access key to an elite environment where heritage, engineering, racing excellence, and community converge.

This project highlights a clear evolution in how legacy luxury brands interact with their most loyal audiences. Ferrari is embracing a model in which digital and physical experiences merge, anticipating a world where high-value objects—cars, art pieces, watches, prototypes, VIP experiences—are extended through digital layers that reinforce exclusivity and create new models of ownership, membership, and participation.

Conio’s involvement is particularly relevant: as a fintech specialized in digital asset custody and regulatory compliance within the European Union, it provides the technological and legal foundation for a project that emerges just as the MiCA framework begins to outline new rules for the digital economy. The partnership positions Ferrari among the pioneering luxury brands exploring how blockchain can elevate perceived value and generate new revenue pathways for a global audience.

With this initiative, Ferrari targets a highly sophisticated client profile—affluent, innovation-driven, and accustomed to navigating seamlessly between physical and digital worlds. The Ferrari 499P Token may become a reference model for other industries like haute horlogerie, fashion, or fine jewelry that are seeking advanced tools to segment, reward, and expand their global communities.

Luxury has always been about anticipating the future, and Ferrari once again proves its ability to innovate, redefine the rules, and lead the way into an ecosystem where value is not confined to a physical object but amplified through an extended, hybrid experience.