Microbrand

BA111OD

Neuchatel, Switzerland · est. 2019 · 11 watches · $805–$13,665

Founded in 2019 by Thomas Baillod in Neuchatel, BA111OD builds on more than 250 years of Baillod-family watchmaking heritage in the Swiss watch valleys. The brand pioneered a model it calls 'We-commerce,' a community-driven, direct-to-consumer approach that cuts out traditional retail markups and turns customers into ambassadors and resellers through its Club 11:10 program. This lets BA111OD offer Swiss-made automatics, certified chronometers, ETA/Valjoux chronographs, and even flying tourbillons at prices far below conventional luxury watchmaking, organized into numbered 'Chapter' collections each with a signature crown at 4 o'clock.

Worth knowing

The unconventional We-commerce model, bold faceted designs, and reliance on community resellers won't suit everyone, and the brand's value proposition depends heavily on its direct pricing rather than traditional service and resale support.