Neuchâtel, March 2022 – What if BA111OD revealed all the secrets of Chapter 4.1, The Veblen Dilemma* Tourbillon? Presented with great fanfare on the brand’s second anniversary last October, it instantly raised questions and sparked incredulity. A tourbillon, entirely designed and made in Switzerland, for less than 5,000 Swiss francs, when it is usually worth 10 times more? The new buyers were delighted with the bargain, especially as the first 50 benefited from an introductory price of less than 4,000 Swiss francs. The 220 units of the first series, currently in production, found takers in just four months. While the first deliveries are scheduled for April 2022, these people are still unaware of the technology inherent in their timepiece. Indeed, the Neuchâtel-based start-up is pioneering the integration of NFC technology into the crystal of its watch to offer a unique and tailor-made concierge service. A WORLD FIRST. In all transparency.