RTN

For the past five years, BA111OD in Neuchâtel has been producing beautiful Swiss-made watches at affordable prices. Yet, the company wasn’t destined for this path initially. Its founder, Thomas Baillod, started out wanting to test the economic model he had envisioned for the industry. The idea was simple: reduce distribution margins—which account for about 65% of the retail price—so that anyone could afford a high-quality watch, without compromising on craftsmanship. Buyers have three options to make a purchase: another customer, e-commerce, or a traditional boutique.

The concept has proven successful. After five years, BA111OD boasts around 10,000 clients, primarily in French-speaking Switzerland. Its pieces—Swiss-made, mechanical or automatic, and entirely crafted in the Jura Arc—are priced between 500 and 9,400 francs.

Of course, offering watches of this quality at such low prices has raised eyebrows. “There were smiles, misunderstandings, shrugging shoulders, and even attacks. Some people called me a fraud,” recalls Thomas Baillod. Others “looked for evidence all the way to Asia. They came up empty-handed. My tourbillon is 100% Swiss-made,” he says with a smile.

Original article in french on RTN: https://www.rtn.ch/rtn/Actualite/Region/20241114-L-horloger-BA111OD-rend-hommage-au-canton-de-Neuchatel.html

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