There are Swiss watch brands, and then there’s BA111OD—a maverick rewriting the rules of traditional horology. In a landscape dominated by legacy houses and centuries-old savoir-faire, BA111OD dares to ask: what if Swiss watchmaking could be just as innovative in how it’s sold as in how it’s made?
This post explores how the brand is combining classical mechanical excellence with bold tech-fueled disruption—and why it may deserve a spot in your collection sooner than you think.
From Neuchâtel With a New Mission
Founded in 2019 by Thomas Baillod, a veteran of the watch industry, BA111OD was born out of frustration with outdated distribution models. Instead of relying on retailers or middlemen, Baillod built a direct-to-consumer system enhanced by mobile app technology and peer-to-peer sales—something almost unheard of in traditional Swiss watch circles.
This democratized model, dubbed phygital (physical + digital), allows owners to become brand ambassadors, reselling watches through a controlled ecosystem while earning commissions or discounts—almost like watch collecting meets affiliate entrepreneurship.
Design Language: Bold, Architectural, and Avant-Garde
Each Chapter in BA111OD’s lineup feels like a creative statement. Think of the Chapter 1 and 2 as early prototypes with modern skeleton dials and affordable pricing. But things really heat up with Chapter 3 and beyond, where the brand leans into complications, architectural casework, and luxury materials—without touching the usual five-figure price tags.
- Chapter 3.1: Skeleton dial, automatic movement, and sapphire caseback for under CHF 600.
- Chapter 4.1 T.V.D.: A tribute to Baillod’s father, featuring a tourbillon—yes, a Swiss tourbillon—for around CHF 4,200.
- Chapter 5 Chrono Magma: A sculptural chronograph with a micro-rotor and fiery forged carbon case.
Not Just Gimmicks: Legit Horological Street Cred
It’s easy to dismiss disruptive brands as hype machines, but BA111OD earns its stripes through in-house development, Swiss manufacturing, and smart complication sourcing.
- Tourbillon movements are co-developed with Concepto Watch Factory.
- Chronograph modules are finely decorated and precision-tested.
- Cases are machined and assembled in Switzerland, with sapphire crystals and quality control at par with far pricier brands.
For those who care about value per dollar (or franc), few can match the spec sheet BA111OD brings to the table.
A Watch You Can Buy—From a Friend
One of BA111OD’s most radical moves is its referral model, where existing owners act as micro-retailers through the BA111OD app. It’s not MLM, it’s curated. Access to some models is only available through existing “Afluendors”—affluent influencers, as Baillod calls them.
This makes ownership feel exclusive but not exclusionary—and turns every customer into a potential community-builder.
Should You Add One to Your Collection?
If you’re a collector who:
- Loves brands with a strong founder story,
- Wants to support independent innovation,
- Is excited by tourbillons or micro-rotors at approachable prices,
- Enjoys the idea of community-driven access…
…then yes, BA111OD might just belong on your wrist.
Final Thoughts
BA111OD isn’t just a watch brand—it’s a movement. A movement challenging the norms of how watches are made, sold, and experienced. With their combination of Swiss quality, smart pricing, and futuristic distribution, they’ve earned a place on the radar of serious enthusiasts.
If the Swiss watch industry ever needed a wake-up call, BA111OD might be holding the megaphone.
Mechanical Minutes 