"It was in 2019 that Thomas Baillod, a Switzerland-based watch distribution and marketing consultant, decided to put some of his radical ideas into practice by launching his own watch brand."
The New York Times
"Most people agree that the world has changed and/or is changing at a speed previously unknown in human history. And the watchmaking world is no exception to this structural societal phenomenon."“I was sure of two things,” said Thomas Baillod. “The distribution model would be disrupted by digital, just as digital had disrupted marketing. And I knew the mid-market was under pressure because of smartwatches. So I was thinking about how we could create spectacular wrist machines at a price where people could connect the product with the emotion, and at a price they could afford.”
"Most people agree that the world has changed and/or is changing at a speed previously unknown in human history. And the watchmaking world is no exception to this structural societal phenomenon."
"Is this an effect of the crisis or a deeper trend? Collaborations between brands seem to have the wind in their sails in the Swiss watch industry. Two independent players, BOMBERG and BA111OD, have announced their alliance around a disruptive distribution method."
"This week, our host Ariel Adams is joined by his longtime friend, Thomas Baillod of BA111OD."
BA111OD logo explained on YouTube
"At first glance a little surprising, this logo is a gold mine to explain the economic model of watchmaking and its current challenges. 30 minutes of presentation by its creator Thomas Baillod, followed by 15 minutes of questions and answers on the challenges of watchmaking".
"The BA111OD watch brand was born in October 2019, almost by accident. Created by a watchmaking professional, Thomas Baillod, to prove the viability of a revolutionary distribution theory, the brand has since enjoyed exponential success. So much that one of its customers had a unique Aston Martin made in the colors of his watch. If the watch costs 400 CHF, the car is worth a thousand times more."
"It can be a difficult time, micro watch brands are blooming more and more every day, with more or less interest. Digging a little deeper, we sometimes find some that catch our attention. This is the case with the BA1110D (pronounce it... however you like) which, beyond being an interesting watch, offers nothing less than a new marketing concept!"
"Although he has been working in the world of watchmaking for twenty years, nothing predestined Thomas Baillod to create his own watch brand. And yet, this is what he did, somewhat against his will. This is the story of a success that he hoped for but which has exceeded him."
"Talk with Thomas Baillod. What will be the future of online watch retail in 2021?"
"Thomas Baillod has launched his first watch with a disruptive new concept that aims to change the distribution and sale of watches as we know them, in which his customers play a leading role."
"Much more than a simple watch, the BA111OD is a totally new watchmaking concept. Here, the watch is certainly a pretext, but it does not lack style".
Tiempo de relojes
"Many companies misunderstood the potential offered by the digital world. They thought the strategy was limited to putting an iPad in the store."
"A word, promising if not elegant, has made its way into the watchmaking lexicon in 2020: 'phygital.' Having launched his brand concept on the market in February to embody a new approach to watch distribution, Thomas Baillod is among those who have popularized this term."
"I developed the concept three years ago," he says, "mainly through the Watch Trade Academy that I created in 2018, but the only way to prove the proposition was to put it into practice. In that regard, BA1110D should really be considered a full-scale laboratory for the ideas I'm building for watch retail."
"Thomas Baillod implements a new concept that transforms the customer into a seller. A digital model that does not forget the resellers."
"It may be a difficult time, but micro-watch brands are popping up more and more every day, with varying degrees of interest. Digging a little deeper, we sometimes find some that catch our attention. Such is the case with the BA1110D (pronounced... however you like), which, beyond being an interesting watch, offers nothing less than a new retail concept!"
"In a few words, BA1110D is a BRAND + a COLLECTION + a COMMUNITY + an APPLICATION. Moreover, the result is a collaborative and phygital approach that is revolutionizing the Swiss watch industry."
"The BA111OD app is a community sales platform that encompasses communication and marketing. From connecting "Afluendors" with buyers to place the order, through the shopping cart and payment terminal, it allows for full traceability throughout the process and compensation for all involved."
"Completion of Phase 1 of the first in vivo therapeutic trial to (finally) alleviate digital anxiety distribution. Innovative and trendy "Tupperwear 4.0" sales concept. Demonstration product manufactured in Shenzen. Soon an application. And already a quarter of a million sales, without advertising, with a 360 Swiss franc watch."
"Thomas Baillod, who worked for more than 15 years in the Swiss watch industry as an international sales manager for brands such as Maurice Lacroix and Louis Erard, launched his own watch brand, BA1110D, as a living experiment for a new form of retailing and distribution he calls afluendor marketing."
"This is a fundamental nuance for watch brands like Panerai, which benefits from a tight-knit Paneristi community, or for newer communication and marketing strategies coming from accessible brands like BɅ111OD Watch Concept, which communicates directly with customers, or Afluendors as it calls them, and documents the entire experience of buying one of its watches, from concept to delivery. This new marketing mix is not unlike the classic salesman's adage of "make a new friend every day," a phrase coined by beverage entrepreneur Paul Ricard, except that the ability to make these new friends has been supercharged by messaging apps and social networks."
IFJ Thomas Baillod Conference
"Knowing how to develop sales in the digital age has become essential. Thomas Baillod will address this topic with his experience and the tools used to develop new channels that work."
"As a result, Thomas designed a watch and brand concept in an atypical way. He decided to play with his own last name, Baillod, and replace the letters "a", "i", the double "l" and "o" with the letter alpha, three digits one and a zero, respectively, to form the concept: BA1110D. So, since it's not really a word that can be spoken, the idea was to emphasize that it's a concept and not a brand."
"In today's video feature, we discuss with industry expert Thomas Baillod the state of distribution in the watch industry and how technology and out-of-the-box thinking can influence its development."
"Chapter 1 offers a unique way to buy that is a bold attempt to change the way watches are sold in an ever-changing online market economy. The benefit to collectors is that in addition to experiencing a new sales model, the watches themselves are fun and great value."
How is traditional retail changing its paradigm and why did Thomas Baillod, the founder of BA111OD, who also created The Watch Trade Academy, decide to launch a watch "brand" to experiment with disruptive sales models? Find out in this exclusive interview.
Indeed, the production of the first 333 pieces was financed in just 36 hours, for this very first watch launched exclusively on LinkedIn!
"BA1110D: this new brand, imagined by consultant Thomas Baillod (hence the somewhat convoluted name, deliberately worked to be unpronounceable), offers a watch that is less a watch than a "concept" intended to validate through experience a number of intuitions regarding one of the possible futures of watch distribution. One can focus on this watch, which does not fail to assert a personality of Haute Horlogerie at a derisory price, or linger on its "collaborative" approach - apparently ratified by the public in the hours following the official launch of the campaign."