BA111OD

Active

Overview

BA111OD is a Swiss watch brand founded in 2019, specializing in contemporary mechanical watches designed in Neuchâtel and assembled in Switzerland. It operates a 'We-commerce' model involving a community of customers as ambassadors and vendors, targeting the mid-range segment with Swiss-made timepieces after retiring early Asian-movement models.²⁴⁵⁶

History

BA111OD was founded in 2019 by Thomas Baillod, a watch industry veteran from La Chaux-de-Fonds with family roots in Neuchâtel watchmaking dating to 1775, starting as a garage experiment to innovate distribution.¹⁴ The brand sold over 1,500 watches in its first year, reached CHF 1 million in sales within 18 months, and hit CHF 3 million by 2022 with over 3,000 units sold.³⁴ In 2022, it moved to Villa Castellane in Neuchâtel, expanded to 10-12 employees, and increased production to 2,000 watches annually; by 2023, it retired Chapters 1 and 2 with Asian movements to focus exclusively on Swiss-made models, launching complications like the CHPTR_Δ collection.⁴⁵⁶

Product Lines

Product Line	Positioning	Price Range
Chapters 1 & 2 (retired self-winding)	Affordable entry-level automatics	$400 - $800
CHPTR_Δ collection	First in-house complications	$1,500 - $3,000
Chapter 4 Tourbillons	High-end Swiss tourbillons	$5,000 - $10,000

Manufacturing

Watches are designed in-house in Neuchâtel by Liliane Murenzi and hand-assembled in company workshops in Neuchâtel (Rue des Moulins for dials, hands, casing, bracelets, after-sales) and La Chaux-de-Fonds for tourbillons by Rebecca Jossen and Reginald Barbezat.⁶⁸ Early Chapters 1 and 2 were manufactured in Asia but retired in 2023; current models use Swiss-made mechanical movements with full control over assembly.⁵⁶

Notable Products

Chapter 4 Tourbillon - Swiss-assembled tourbillon models from Neuchâtel's Chapter 4 line, emphasizing precision craftsmanship.
CHPTR_Δ - Brand's first manufacture complication collection, launched post-2022 expansion.
Chapters 1 & 2 (retired) - Initial self-winding watches manufactured in Asia, sold over 1,500 units in first year.

Reputation

BA111OD is recognized among enthusiasts for its innovative We-commerce distribution via the Afluendor community, enabling accessible pricing for Swiss-made watches in the mid-range.²³⁴ Professionals note its rapid growth from startup to CHF 3 million revenue by 2022 and shift to full Swiss production as signs of maturation.⁵⁶ Criticisms are limited in sources, though early reliance on Asian movements drew some traditionalist skepticism before the 2023 pivot.⁵

Sources (9)