More Than a Model – A Movement

BA111OD was never just about watches. It was about questioning everything we took for granted - starting with how those watches reach your wrist. Our founder, Thomas Baillod, launched BA111OD in 2019 with one goal: to challenge the outdated distribution models of traditional watchmaking. With zero outside investors, zero initial funding, and a daring vision, he built the brand from scratch to test a bold idea:

What if we could give power back to the customer - not just in pricing, but in the entire experience?

That idea became...

The Origins: From Theory to Reality

Before launching BA111OD, Thomas spent years studying the shifting landscape of sales and distribution in the digital age. As a respected voice in the watch industry, he argued that the true revolution wasn't in how watches were made but in how they were sold.

While others continued to rely on exclusive retail networks, high advertising budgets, and tightly controlled brand narratives, Thomas asked a simple question:

“What if your best ambassadors were your own customers?”

This led to the creation of Afluendors, a term Thomas coined to describe customers who are Ambassadors, Influencers, and Vendors all at once. The idea was simple: when you’re proud of what you wear, you talk about it. So why not recognize that and reward it?

From Afluendors to we-commerce

What started as a proof of concept quickly grew into something more powerful. The Afluendor model became the foundation for a new kind of ecosystem: we-commerce.

At its core, we-commerce blends the emotional connection of traditional commerce with the reach and agility of digital platforms. It’s about turning every BA111OD owner into an active participant - not just a passive consumer.

EVOLUTION TO A HYBRID MODEL

Today, BA111OD operates through a hybrid model where we-commerce, e-commerce, and points of experience with selective retailers all come together. You can buy where it feels right for you: through the Club 11:10 community, directly online, or in person at our trusted retail partners. The experience remains the same everywhere - transparent, direct, and built around one idea: you choose when and where you join the BA111OD story.

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