BA111OD, a young and disruptive Swiss watch brand, which has been driving down the price of high end horology, is doing the same for less complex steel-on-steel automatics.
The company has been charting its progress since it started life in 2019 by naming its collections as chapters.
The latest, Chapter 7, arrives as the brand celebrates its fourth anniversary, and takes the form of steel 42mm three-handers with date,
There are models with or without anthracite PVD treatment, but all have distinctive 10-sided bezels.
There are three choices of textured dial: silver, blue and gray, which all use Soprod P024 automatic movements.
Their steel bracelets can be swapped for fabric straps.
They are selling for CHF 495 textile straps or CHF 595 on steel bracelets.
“BA111OD has come a long way. If I originally launched a ﬁrst watch, it was mainly to demonstrate a business model. The results were far beyond my expectations. And so, somewhat by chance, the brand was born,” recalls Thomas Baillod, the company’s founder.
That business model incentivizes customers of BA1110D to recommend watches to their circle of contacts, and earn commission if they buy. This drives sales without needing to carry the cost of wholesaling large quantities of watches around the world.
“Thanks to this, it was possible to experiment with the approach and oﬀer the best of Swiss watchmaking at a price unmatched in the industry, without compromising on quality or service,” he adds.