2024-03-29 08:05:22
The watch industry is Switzerland’s third largest export industry. Between 2011 and 2021, exports however suffered a 50% drop in volume for a constant, or even increasing, turnover. Switzerland is struggling in its entry and mid-range segments and is abandoning it to sell increasingly expensive watches.
To reinstill value in these entry segments and the mid-range watchmaking segment, Thomas Baillod, the founder of BA111OD, thinks outside the box by imagining a hybrid distribution system making it possible to offer high-end timepieces at very unrivaled prices. Founded in 2019, BA111OD is a disruptive and inclusive watchmaking startup from Neuchâtel.
BA111OD shakes up the distribution codes
When founding BA111OD, Thomas Baillod’s first wish was to focus on the customer. To do this, he rethinks the economic model of watch distribution and decides to set up a short circuit between the brand and the “final” customer who will become “central”.
Like many other sectors, the accessibility of high-end Swiss watchmaking requires digital transformation. Its mission: to democratize fine watchmaking Swiss Made thanks to a unique approach combining physical and digital sales. A “phygital” model that he will rename “we-commerce”. The customer becomes a true ambassador of the brand.
Thus, by requalifying the intermediaries linked to watch distribution (stores, staff, stocks and marketing campaigns), and by focusing solely on the production of watches, BA111OD manages to offer a luxury product at a price never seen before in the industry.
As Thomas Baillod explains, “the final price of a watch is not representative of the product itself, between 60% and 70% of the price is absorbed by distribution and marketing costs. By disrupting this system, we are able to produce watches to the same standard as the greatest watchmakers at unbeatable prices. » BA111OD has become a real laboratory for testing this innovative distribution approach giving power back to the customer.
BA111OD: accessible luxury
BA111OD now offers mechanical watches Swiss Made top of the line. In less than 5 years, it has even become the favorite brand of Swiss watchmakers! Based in the heart of traditional Swiss watchmaking know-how, the brand works with specialized craftsmen and co-contractors. As for the design of the watches, BA111OD owes it to its talented designer Liliane Murenzi working in-house.
“Our watches are assembled in our workshops and for certain parts, such as the tourbillons, they are made directly in the canton of Neuchâtel by experts. THE CHPTR_Δ as for him, he proposes to rethink the reading of time by offering a hypocycloidal course, i.e. an hour that does not go round. An exclusive from BA111OD! »
specifies its founder. And to make matters worse, BA111OD offers the most accessible Swiss Made tourbillons on the market without compromising on quality.
“Today, very well known in the French-speaking Swiss watchmaking community, our innovative brand wishes to expand to France. Notice to lovers of fine watchmaking, we invite all enthusiasts to come and discover our disruptive brand,” concludes the founder of BA111
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