Three years on from its launch, BA111OD has released its first Chronograph, the Chapter 5.1.
It comes after three majorly successful years for the brand, despite headwinds for a young business, namely COVID-19.
Reflecting on the launch of the Chronograph, Thomas Baillod, the brand’s founder, explained: “I love chronographs, and I dreamed of having one in my collection! That day has finally arrived, and I am very proud to launch the Chapter 5.1 Chrono Magma on BA111OD’s 3rd anniversary. What a journey we’ve been on since the launch of BA111OD on October 11, 2019! I launched this concept in my garage.”
“Three years later, it is a watch brand that has joined the Federation of the Swiss Watch Industry (FH) and now creates only Swiss Made mechanical models. Above all, it is a business model that puts the customer at the center and grows thanks to its community via the established we-commerce system.”
He added: “For BA111OD’s 3rd anniversary, I wanted to launch a chronograph. Because it is the most popular complication and one of the most appreciated by watchmaking enthusiasts. And because it’s the perfect time to offer a strong piece tailored for this particular economic period. Judge for yourselves.”
Chapter 5.1 Chrono Magma
The result of a new collaboration between Thomas Baillod and his Senior Designer, Liliane Murenzi, the racy character of the Chapter 5.1 Chrono Magma is marked by red and black.
The 44mm stainless steel case is embellished with a ceramic bezel whose tachymeter indications are a nod to BA111OD with the 111 indicated in red.
The complexity of the 4-level anthracite dial featuring a variety of colors and materials is highlighted by the Baillod family coat of arms (emblem of the brand’s logo), whose transparency partially reveals the calendar mechanism.
Made of smoked glass, they echo the small seconds counter at 9 o’clock, whose small seconds hand the brand decided to replace with a rotating disk.
The transparent case back is tinted red, like lava flowing under the black layer, to reinforce the timepiece’s uniqueness.
The watch is powered by the automatic Valjoux 7750 movement, ensuring its durability, reliability, and precision, as well as a 42-hour power reserve.
It sits on a leather strap with folding clasp is fitted with two connected chips, one serving to store your visiting card (or other file that you might want to share), the other to provide direct access to your BA111OD store, Afluendors being able to pass on the right to acquire the brand’s watches and be rewarded for doing so.
BA111OD’s Chapter 5.1 Chrono Magma is available for pre-sale from today at an introductory price of CHF 975.00 (excluding taxes), valid for the first 111 pieces ordered.
Delivered at the beginning of 2023, this first series will be preceded by an original card that can be put under the Christmas tree.
Thereafter, the official public price will be CHF 1,110.00 (excluding taxes).
A look back at the success story
BA111OD is known as a digital natives brand and is recognized for its ability to attract and understand new markets but also to respond to them, establishing warmer and more direct exchanges.
With a clever mix of mastery and spontaneity, Thomas Baillod is personally very present, especially on social networks where previews of his new models are organized.
He comments: “Today, there are no longer any boundaries between virtual and real – everything is linked. So much so that a significant number of watches are pre-ordered online as soon as they are launched, sometimes based on the viewing of a simple drawing, as was the case for Chapter 4.1 The Veblen Dilemma Tourbillon.”
With BA111OD, he introduced we-commerce, an evolution of e-commerce that focuses on the community, bringing emotion and experience back into the heart of this new distribution model.
On this, he detailed: “Innovation should not only be about the product but also how it is marketed. Our engine is based on the Afluendors concept (a contraction of ambassador, influencer, and seller): a collaborative approach that redefines distribution and community engagement using a phygital approach. Being ‘customer-centric’ is not just a marketing statement.
“Afluendors lead the community, publish, and can pass on the right to acquire the brand’s watches and be rewarded for it. Then BA111OD handles the transaction, shipping, and after-sales service.”
It is also worth taking a look at the figures which back up just how much of a success the brand has become.
As of October 11, 2022, sales reached CHF 2.5 million for the first nine months of 2022.
With five watch lines, and 22 models having been produced since 2019, BA111OD has sold 500 tourbillons since October 11, 2021.
It is worth noting that the Swiss watch industry had produced less than 1,000 tourbillons as of the early 1990s.
