After its launch in 2019, the Neuchâtel watch brand Ba111od quickly made a name for itself in its field. Its tourbillon model "The Veblen Dilemma" offered at a price of less than 5,000 francs has caused a stir and its sales have been a real success. 

On 11 October 2022, three years after launching his own watch with the sole aim of proving that a gap existed in the traditional business model by proposing a new distribution model, Thomas Baillod launched a Swiss-made chronograph powered by a Valjoux movement for under CHF 1,000. We take a look back at a disruptive business venture.

Thomas Baillod from Chaux-de-Fonds had the audacity to market a tourbillon for less than 5,000 francs. A crime in a sector where growth no longer seems to have any limits and where pieces costing more than 20,000 francs are snapped up like hotcakes.

Neuchâtel, 11.10.2022, 11:10 - BA111OD celebrates its 3rd anniversary! The brand is proud to present the long awaited piece in its collection, the chronograph! A must-have for most watch brands, the Ba111od Chapter 5.1 Chrono Magma has many arguments in its favor.

On October 11, 2022, the BA111OD brand celebrated its 3rd birthday! Founded on October 11, 2019, the start-up with its unconventional distribution system was able to grow despite the Corona crisis, reports CHF 2.5 million in sales in the first 9 months of 2022 and launches its first chronograph, the Chrono Magma, to mark its 5th anniversary.

"I think the Chapter 4.2 Lily is absolutely beautiful, I am in love with rose gold, this watch has feminine, elegant and soft curves."

Melinda Stampfli, professional dancer and director of the MDC academy at the Villa Castellane

"BA111OD has made waves in the Swiss watch industry with accessible pricing on its tourbillons, in addition to its ground-breaking Afluendor programme. Following the success of its first two tourbillons, BA111OD says it has not forgotten the first Swiss Made watches that first made the brand successful."

"BA111OD launches the third chapter of its journey through time with the BA111OD Chapter 3.3 1R1SÉ. After the positive response to the first two Swiss-made tourbillons launched in recent months, the BA111OD brand is also reflecting on its first Swiss-made models, which helped it to achieve success."

"BA111OD has moved its headquarters to the Villa Castellane in Neuchâtel.

In doing so, it will integrate its assembling facilities into its former office as part of its bid to keep its watchmaking operation completely localised."

"Designed by a woman for women! The feminine variation of the tourbillon."

"The brand says the new iteration looks to combine the warmth of pink gold, the purity of diamonds and the softness of ceramics with the watchmaking magic of the most desired of complications."

"This year, the brand is combining its tourbillon with a technological feat, the very first NFC-enabled crystal in the history of watchmaking. To do so, it partnered with Swiss tech company STISS Ltd."

"This Swiss company is a pioneer in the integration of NFC (Near Field Communication, a contactless communication technology between two devices in the near field, in this case, less than 1 cm) in the sapphire crystal of a watch and is already known for mastering Augmented Glass technology, which allows contactless payment with a traditional watch."

"After buying a BA111OD watch, Afluendors can also recommend the brand to others and pass on the “right” to purchase available models. This option comes with rewards in tokens, redeemable in the Community App. Occasionally, the company brings together customers at exclusive events to share their experiences."

"It all began with the idea of launching the watch of today: a watch that combines all the art of classical watchmaking with the technology of our time, and without interfering with the mechanical movement or its aesthetics."

"A special sales concept makes it possible: Thomas Baillod, a young entrepreneur from Neuchâtel, sells watches with a tourbillon for around 4,000 Swiss francs. Underneath it says 100 percent Swiss made. The competition is amazed."

"La Veblen Dilemma Tourbillon de BA111OD allie le classicisme du tourbillon à la pointe de la technologie."

"In unveiling Chapter 2.4, the inclusion of gold PVD and 68 lab-grown diamonds become the main talking points."

"The sales strategy is based around ‘afluendors’, a term Mr Baillod coined to describe how BA1110D’s customers are given the power to influence more customers, feed their views back to the company and earn tokens that can be exchanged for gifts and experiences from selling watches."

"Recently born “community-native” brands playing in the high end of their industry are a very useful case studies for executives keen to create the next level of customer engagement for their brands."

"BA111OD is paving the way for radically new, inclusive models of luxury and communities. In these open communities, the flow from brand to people, people to brand and people to people are equally strong."

“My aim is to launch spectacular watches at accessible prices. I want to prove that it’s possible to democratise fine watchmaking while making no concessions on quality,” Baillod explains in his offices at the foot of Neuchâtel Castle.

"Most likely you have a face between astonishment and perplexity when reading BA111OD and honestly, you don't lack reasons. BA111OD is one of those tiny watchmaking houses located in Switzerland, which except for a very minority group, but very fond of watchmaking, is a great unknown."

"We had the visit of our friend Thomas Baillod who just managed to pull quite an extraordinary trick by having some suppliers of the Swiss watch industry work very fast together to prove a very important point: yes it is possible to develop and manufacture a watch in a short delay not compromising quality and innovation."

"A rethought value chain."

"Ever since he launched his brand to demonstrate that a new model of watch distribution was possible, Thomas Baillod has loved shaking up preconceived notions in the industry and relentlessly attacking the word “impossible”."

"The democratic tourbillon or the proof that the Jura watchmaking ecosystem can once again play on all ranges."

"Independent brand BA111OD has announced its plan to bring Swiss tourbillons to the masses with its latest project, and although the watch looks to be still in development, the brand’s plans are undeniably exciting."

"Veblen, for those outside of economic academic circles, refers to a type of luxury product that becomes more popular as price increases in contradiction to the law of demand and supply."

"The Tourbillon is a highly spectacular watchmaking complication usually offered by the biggest brands at prices unattainable by the general public (several tens of thousands of swiss francs)."

How about we start talking about Chapter 4 of BA111OD?