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BA111OD: Disrupting Distribution Norms

When founding BA111OD, Thomas Baillod’s primary goal was to put the customer at the heart of the experience. To achieve this, he reimagined the traditional watchmaking distribution model and established a direct connection between the brand and the “final” customer—who would ultimately become the “central” customer.

Like many other industries, the accessibility of high-end Swiss watchmaking hinges on digital transformation. Baillod’s mission: to democratize Swiss-made fine watchmaking through a unique approach that combines physical and digital sales—a “phygital” model he calls "we-commerce." In this system, the customer becomes a true ambassador for the brand.

By redefining the role of intermediaries in watch distribution (such as boutiques, personnel, inventory, and marketing campaigns) and focusing solely on watch production, BA111OD delivers luxury products at an unprecedented price point in the industry.

As Thomas Baillod explains, "The final price of a watch doesn’t truly represent the product itself; 60% to 70% of the cost is absorbed by distribution and marketing expenses. By disrupting this system, we can produce watches at the same standards as leading watchmakers, but at prices that defy all competition."

BA111OD has thus become a pioneering laboratory for testing this innovative distribution model, empowering the customer like never before.