"What a source of pride...". In this last week of February, at a time when the entire industry is sharpening its weapons for Watches and Wonders, Thomas Baillod, founder of BA111OD, does not wait for the first question to give his opinion on the new version of his Chapter 7. The piece had already been available in an initial version, which is now sold out. Why release a second one? "Because we thought we could do better." For the entrepreneur, this means adding more value to his product, at the same price.
Cosmetic Surgery
The renewal of Chapter 7 was done in two stages. First, an aesthetic overhaul. "We reduced the thickness by 6/10ths. We also reworked the way this thickness was distributed between the case, bracelet, and bezel. We even reduced the volume of the bezel itself. Then, we added satin finish on the side, slightly narrowed the thickness of the crown, and revised the dial design into a cleaner version." In summary, a set of surgical tweaks that, when put together, create a new aesthetic direction fundamentally different from the version released 18 months ago.
Chronometer Certification: A Bit of History
Next, there was the choice of Chronometer certification. To recall, a chronograph is a piece capable of measuring short times, while a chronometer is a watch with at least three hands (hour, minute, second) whose operational precision must be between -4 and +6 seconds per day.
To certify this performance, there are several independent organizations. The most well-known is the COSC, for the Official Swiss Chronometer Control. But since certification is based on an ISO standard, other institutes can also provide the precious label, provided they follow the same ISO standard. This is the case for various observatories, such as in Besançon, or the Timelab Foundation, which ultimately allows obtaining certification from the Geneva Chronometric Observatory.
An Unconventional Choice?
The decision to obtain such a certification was not obvious for BA111OD. Already, because the perceived value that guides the market launch of affordable watches is nonexistent here. Wearing a certified chronometer is not immediately noticeable. Then, because BA111OD uses movements that are not their own, which does not allow them to guarantee the precision themselves. "But here we worked with Soprod, which did an optimal adjustment of each of the movements they provided us."
Moreover, Chronometer certification takes time: for the movement adjustment, the certification by Timelab, and for the logistical flows between the two. Finally, the operation has a cost, albeit minimal (which would be CHF 50.- for a single watch at COSC), but still unavoidable, and which affects the final customer price, to which BA111OD is particularly attentive.
"A New World"
But, as the CEO reminds us, "only 15% of Swiss Made watches are chronometer certified. Obtaining this label is entering a new world. It also responds to the demand of some of our clients. And it’s finally doing what no one has ever done at this price level" (CHF 760.- on rubber strap and CHF 820.- on steel strap).
Is this price "the lowest in the world for a certified chronometer," as Thomas Baillod suggests? Upon verification, the closest Chronometer seems to be from Tissot, but indeed at CHF 775.-, 15 Fr. more expensive than BA111OD's Chapter 7.
