April 2021

Europa Star

"Is this an effect of the crisis or a deeper trend? Collaborations between brands seem to be on the rise in the Swiss watch industry. Two independent players, BOMBERG and BA111OD, have announced their alliance around a disruptive distribution method."

February 2021

BA111OD webinar logo explanation on YouTube

"At first glance a little surprising, this logo is a gold mine to explain the watchmaking business model and its current challenges. 30 minutes of presentation by its creator Thomas Baillod, followed by 15 minutes of Q&A on watchmaking issues."

January 2021


"The watch brand BA111OD was born in October 2019 almost by chance. Created by a watchmaking professional, Thomas Baillod, to prove the viability of a revolutionary distribution principle, the brand has since enjoyed exponential success. So much so that one of its customers has had a unique Aston Martin made in the colours of his watch. If the watch costs 400 chf, the car is worth a thousand times more."

December 2020


"The period may be difficult, the watchmaking micro-brands are blooming more and more each day, with more or less interest. By digging a little deeper, we sometimes find some that catch our attention. This is the case of BA1110D (to be pronounced... as you wish), which, beyond an interesting watch, offers nothing less than a new marketing concept!"

November 2020


"Even though he has been working in the watchmaking world for twenty years, nothing predestined Thomas Baillod to create a watch brand. And yet that is what he did, somewhat unwillingly. It is the story of a success that he hoped for but which surpassed him."

November 2020

Job Watch

"Talk with Thomas Baillod. What will be the future of online watch distribution in 2021?"

November 2020

Pecados Veniales

"Thomas Baillod launched his first watch with a new disruptive concept that aims to change the distribution and sale of watches as we have known it, in which his customers play a leading role."

October 2020


"Much more than just a watch, BA111OD is a completely new watchmaking concept. Here, the timepiece is certainly a pretext, but it does not lack style."

September 2020

Tiempo de relojes 

"Many firms have misunderstood the potential offered by the digital world. They thought that the strategy was limited to installing an iPad in the boutique."

September 2020

Europa Star

"One word, promising if not elegant, has made its way into the watchmaking lexicon in 2020: "phygital". Having launched his concept brand on the market in February to embody a new approach to watch distribution, Thomas Baillod is among those who have popularised the term."

September 2020

FHH Journal

"I developed the concept three years ago," he says, "mainly through the Watch Trade Academy I set up in 2018, but the only way to prove this was a valid proposition was to put it into practice. In this respect, BA1110D should really be seen as a life-size laboratory for the ideas I'm building for watch distribution."

September 2020

24 hours

"Thomas Baillod implements a new concept that turns the customer into a reseller. A digital model that does not forget retailers."

September 2020


"The period may be difficult, but the watchmaking micro-brands are blooming more and more each day, with more or less interest. By digging a little deeper, we sometimes find some that catch our attention. This is the case of BA1110D (pronounced... as you wish), which, beyond an interesting watch, offers nothing less than a new distribution concept!"

September 2020


"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 revolutionising the Swiss watch industry."

August 2020


"The BA111OD application is a community sales platform that encompasses communication and marketing. From putting the "Afluendors" in contact with the buyers to submit the order, via the shopping basket and the payment terminal, it allows total traceability throughout the process and the remuneration of all those involved."

August 2020


"Completion of phase 1 of the first in vivo therapeutic trial to (finally) relieve the distribution of digital anxiety. Innovative and trendy sales concept "Tupperwear 4.0". Demonstration product made in Shenzen. Soon an App. And already a quarter of a million sales, without advertising, with a watch at 360 swiss francs."

August 2020


"Thomas Baillod, who has worked for more than 15 years in the Swiss watch industry as international sales manager for brands including Maurice Lacroix and Louis Erard, has launched his own watch brand, BA1110D, as a living experiment for a new form of retail and distribution he calls afluendor marketing."

August 2020

FHH Journal

"This is a fundamental nuance for watch brands such as Panerai, which benefits from a close-knit Paneristi community, or for the more recent communication and marketing strategies coming from accessible brands such as 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 very different from the classic salesman's adage "make a new friend every day", an expression coined by beverage entrepreneur Paul Ricard, with the difference that the ability to make these new friends has been overloaded by messaging applications and social networks".

June 2020

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".

February 2020

WatchTime Mexico

"As a result, Thomas designed a watch and brand concept in an atypical way. He decided to play with his own family name, Baillod, and replace the letters "a", "i", the double "l" and "o" with the alpha letter, three digits one and one zero, respectively, to form the concept: BA1110D. Thus, as it is not really a word that can be pronounced, the idea was to emphasize that it is a concept and not a brand".

January 2020


"In today's video report, we discuss with industry specialist Thomas Baillod the state of distribution in the watch industry and how technology and out-of-the-box thinking can influence its development."

January 2020


"Chapter 1 offers a unique way to buy, which is a bold attempt to change the way watches are sold in an ever-changing online market economy. The advantage for collectors is that in addition to experiencing a new selling model, the watches themselves are fun and great value for money".


October 2019

SME Magazine

How is traditional distribution 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? You will find out in this excusive interview.

October 2019

Business Watches

Indeed, the production of the first 333 pieces was financed in only 36 hours, for this very first watch launched exclusively on LinkedIn!

"BA1110D: this new brand, imagined by the consultant Thomas Baillod (hence the somewhat convoluted name, deliberately worked to be unpronounceable), proposes a watch that is less a watch than a "concept" intended to validate by experience a number of intuitions concerning 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 focus on its "collaborative" approach - apparently ratified by the public within hours of the official launch of the campaign .