Born in La Chaux-de-Fonds, he is an expert and a veteran of the watch industry. Having taken up responsibilities within a major independent watchmaking brand, he faced the global economic crisis in 2008 and subsequently the rise of e-commerce, which has lastingly destabilised the entire sector. From these numerous and rich experiences, he acquired the certainty that the major challenge for a company is to anticipate and accompany technological breakthroughs. Today he is at the head of BA111OD, a Swiss start-up that is revolutionising watchmaking in general and distribution in particular.



It was born on 11/10/2019 at 11:10 am. The BA111OD brand would never have been created if watch brands and retailers approached at the beginning of the adventure by Thomas Baillod had been interested in implementing this new proposed distribution method. Faced with a polite refusal, he decided to create his own brand in order to demonstrate the effectiveness of his concept. Today, BA111OD is a Swiss start-up based in Neuchâtel, near the castle. It hires and works with local partners, notably via logistics, which delivers daily to customers, more than 60% of whom are based in French-speaking Switzerland.



We propose an ecosystem based on a direct and transparent relationship with the customer, a new balance between physical and digital. A strict separation between sales and service that includes the remuneration of intermediaries. Our "Direct to Consumer" strategy means total transparency. From the concept to the origin of the parts - whose production is entrusted to Asian subcontractors who have been partners of the Swiss watch industry for many years - to the price and the use of the personal data collected, our customers know everything. Sales are made exclusively on the Internet via this official website.