BA111OD has reported a 100% increase in turnover for the year 2022 compared with 2021.
The brand puts a lot of this success down to its singular business model, which leans on community funding from its loyal fanbase.
The company’s owner, Thomas Baillod, posted a LinkedIn post at the end of last year as a call to arms for private investors, and within days CHF 900,000 had been raised.
“Instead of turning to banks or traditional investors, the goal was to voluntarily turn to consumers to help finance BA111OD’s growth,” Baillod explains. “In addition to attractive returns, these people will sponsor the next chapters. They will experience a unique immersion experience with the Team, from model design with the Senior Designer to the model launch.”
BA111OD has also managed to strengthen its two sites in Neuchâtel and strengthened its teams to help tackle the challenges ahead. Twelve employees now work for the company, located at two sites – the headquarters located in Villa Castellane houses the design, communication, sales, human resources, and finance departments, while the facilities on Rue des Moulins house a watchmaking workshop for T2 (dial, hands, casing) and T3 (bracelet assembly), as well as the after-sales service and brand’s logistics department.
With the launch of 6 new timepieces in 2022, and having sold more than 600 tourbillons since the launch of its first subscription model in October 2021, these are salad days for BA111OD.
“By rethinking the distribution model, I have set up an innovative business model, based on we-commerce, a bridge linking commerce and e-commerce, the community evolution of e-commerce,” says Baillod. “Thanks to this unique economic model, implemented with BA111OD, it was possible to experiment with the approach and offer the best of Swiss watchmaking at an unbeatable price in the industry, without compromising on quality or service.”
