Trezor Launches SAFE 7 Hardware Wallet in Strategic Shift to Controlled Product Rollouts

Prague-based Trezor marked a departure from tradition by hosting its first independent product launch, unveiling the SAFE 7 hardware wallet outside major crypto conferences. Chief Commercial Officer Danny Sanders emphasized the move as a bid for narrative control in the competitive custody sector, calling it the company's most significant release to date.

The SAFE 7 represents years of R&D focused on redefining self-custody standards. "We don't control the environment at conferences," Sanders noted in an exclusive with The Crypto Times, highlighting how dedicated events allow alignment with Trezor's security-first philosophy. The launch comes amid growing institutional emphasis on cold storage solutions.

While no specific cryptocurrencies were mentioned, the launch signals Trezor's positioning for an era where AI advancements and privacy concerns are reshaping ownership paradigms. The event's success, Sanders added, stemmed from meticulous preparation: "I'm super proud of the team doing this huge hard work."