Founded in 2019 by Thomas Baillod, BA111OD has made waves in the Swiss watchmaking world with its unique business model and disruptive approach. With no external funding, investors, or traditional advertising, the brand relied solely on LinkedIn to market its first watches. Now, five years later, with a team of 10, BA111OD has built a reputation for Swiss haute horlogerie at an affordable price. ‘‘It's crazy what's happened in 5 years, I’ll admit”, says Baillod.
Swiss Tourbillons at Unbeatable Prices
BA111OD’s most notable achievement is its ability to offer Swiss tourbillon watches - normally priced at well over CHF 30,000 - for under CHF 6,000. Making the impossible, well, possible.
This has democratized access to complex mechanical watches to a broader audience, with the brand having sold over 1,200 tourbillons since its launch. The brand's "we-commerce" model, where customers (called "afluendors"— a contraction of ambassadors, influencers, and vendors) spread the word, has helped keep prices low by bypassing traditional distribution and marketing channels.
I was able to experience this first hand at the launch party. A Neuchâtel businessman shared an anecdote with me: he noticed the other day that his electrician, who came by to repair a light fixture, was also wearing a BA111OD tourbillon. And just like that, two people who weren’t previously into luxury watchmaking, ended up casually chatting about tourbillons.
A Family Affair
BA111OD’s deep connection to Neuchâtel is central to its identity. Every watch is designed, crafted, and assembled in the canton, with the brand’s atelier located a stone’s throw away from the historic Collégiale Church, where a father-and-daughter duo assembles each timepiece.
The company’s familial roots in watchmaking go back centuries. Baillod’s research (conducted with historian Rossella Baldi), was inspired by a childhood fascination with a photograph of a watchmaker called Ulysse Baillod, which revealed that his family has been involved in watchmaking since 1775. The family crest, also the brand’s logo and visible in the stained-glass windows of the Collégiale Church, is a nod to this legacy.
In March 2025, BA111OD will be moving its headquarters from the Villa Castellane to the Place du Marché, further cementing its ties to the city. The brand will proudly add "Neuchâtel" to its logo. “Neuchâtel is our home. Our heart and soul belong to this canton,” says Baillod.
The First Act (of Three)
To celebrate its fifth anniversary, BA111OD is unveiling a trilogy of watches over three months, each tied to Neuchâtel’s heritage and values. The first release, the Chapter 4.12 "Neuchâtel" Tourbillon 5th Anniversary Edition features a tourbillon and a handcrafted métiers d’art dial with a miniature acrylic painting of a view of the city of Neuchâtel, inspired by a sketch from local artist Célestine Sahli. Each watch is a one-of-a-kind piece of art, with the painting created using a single-hair paintbrush by the artisans from Atelier Blandenier.
"This technique demands as much meticulousness, excellence, and patience as it does accuracy in the artisanal gesture", says Christophe Blandenier, a longtime friend of Baillod.
The Mechanics
The Chapter 4.12 features a 44mm grade 5 titanium case housing a manually-wound movement with a 105-hour power reserve, visible through the sapphire caseback. Designed by renowned watchmaker Olivier Mory, the tourbillon is prominently displayed at 7 o’clock on the dial and crafted in the Jura Arc. The watch is finished with a midnight blue nubuck leather strap and folding clasp.
The Chapter 4.12 "Neuchâtel" Tourbillon 5th Anniversary Edition is available for preorder on the brand's website: www.ba111od.com, on the Community App, or at one of the official points of sale, for the price of CHF 9,400.--. It is not limited by number, but by production.
Acts Two and Three
The second act in the trilogy (“Daring”) will debut on November 11th 2024, honoring the Creux-du-Van canyon, while the final act (“Craftmanship”), set for December 11th, will pay tribute to the watchmaking hubs of La Chaux-de-Fonds and Le Locle. Both watches will also feature miniature acrylic paintings on their dials.
Stay tuned to WorldTempus for real-time updates on BA111OD’s upcoming projects.
For more information, please visit the BA111OD website.
