BA111OD

Thomas Baillod's journey with his eponymous brand has the merit of being very straightforward: an observation, transformed into a concept, embodied in a watch brand. The core idea is that the next generation of watches will be differentiated not by the way they’re made, but by how they are sold. Baillod is reinventing the traditional distribution model, placing the consumer at the heart of the process rather than at the end. The price of the watch is no longer one part production cost and ninety-nine parts distribution and marketing – it's the other way around. The brand leading this change is BA111OD. The passive consumer becomes an active part of the process; if they choose, they can drive the next sale, because shared interests are at the heart of the concept. Launched in 2019 using a participatory model, BA111OD now offers four collections (known as chapters), featuring everything from masculine to feminine, and skeleton to tourbillon watches. Always on the cutting edge of technology, BA111OD has been providing straps and even watch crystals with NFC chips offering a concierge function since February 2022. Based in Neuchâtel, the company has a team of 10 and continues to captivate discerning audiences with its striking timepieces.