Trezor Hosts Its First Independent Product Launch in Prague
Trezor held its first standalone product launch event in Prague. This marked a shift from unveiling new devices only at major crypto conferences. The company aims to control its message and direction in the competitive hardware wallet market.
In an exclusive interview with The Crypto Times, Trezor’s Chief Commercial Officer Danny Sanders discussed the company’s focus on innovation. He emphasized the growing importance of self-custody, as well as the impact of AI and privacy issues on crypto ownership.
The Significance of the Safe 7 Launch
Trezor’s decision to host its own event was about aligning with its core values. Sanders said, “This is the first time we do our own launch events. We used to launch products at conferences, but we don’t control the environment to the fullest.”
The product unveiled, Trezor Safe 7, is the company’s biggest launch to date. It reflects years of research aimed at improving secure crypto storage. Sanders praised his team’s effort, stating, “I’m super proud of the team doing this huge hard work to make all of this happen.”
Focus on Privacy, Community, and Growth
In a tech world dominated by AI, Sanders sees physical connection as crucial. “In a new world where everything is like AI and stuff, I think physical events are more and more important,” he said.
The launch event attracted attendees worldwide, including from Japan, Brazil, and India. Sanders noted, “People really believe in Trezor. It’s not just that they are invited. They trust the company.”
Regarding sales, Sanders explained how hardware wallet demand follows Bitcoin’s price. “One of the biggest drivers for hardware wallets is retail FOMO and hype,” he said. While demand now spreads out more over time, the baseline continues to rise, showing market maturity.
Trezor balances reliability with innovation. Sanders confirmed that even the original Trezor One device remains secure. The Safe 7 features quantum-ready technology, preparing for future threats. The product took nearly five years to develop.
Looking ahead, Trezor plans to expand aggressively into markets such as Brazil, Japan, and India. Sanders shared, “India is one of those countries that’s fun. We got some licensing there to start selling.”
Privacy remains central to Trezor’s philosophy. Sanders said, “The best data is no data.” Their analytics are fully anonymized and temporary, which helps build user trust.
On regulation, Sanders emphasized Trezor’s self-custodial stance. “We are kind of on the opposite side here,” he said. The main concern is protecting the right to hold private keys legally.
Education is key in promoting self-custody. Sanders recalled, “When FTX happened, that was our best sales week ever.” Such events highlight the risks of custody by third parties.
Finally, Trezor remains financially independent and true to Bitcoin. Sanders stated, “We will not make a token. That would not be us.” He views Bitcoin as “the most decentralized hard money.”
For newcomers, Sanders recommends starting with a hardware wallet. “It’s not that hard. It feels different to truly own your crypto.” As crypto evolves, Trezor aims to protect freedom and privacy with every device.
