How a LinkedIn experiment, ancient family heritage, and a healthy disregard for middlemen helped Thomas Baillod create a Swiss chronometer that tells perfect time without perfectly emptying your wallet.
BA111OD’s latest marvel, the Chapter 7 Certified Chronometer, is more than just a new release—it is a statement of intent, a bold stride forward for a brand unafraid to challenge the status quo. Nestled in the heart of Neuchâtel, BA111OD has always walked the fine line between tradition and innovation, and this timepiece embodies that balance with striking precision.
The roots of BA111OD’s story stretch much further back than its founding in 2019. The Baillod name has been intertwined with watchmaking since at least 1775. The family’s origins trace to the village of Gorgier near St. Aubin in Neuchâtel, an area where farming and horology coexisted, shaping generations of artisans. Many Baillods became watchmakers, earning a reputation for fine craftsmanship. Their legacy is quite literally etched into history—visible in the stained-glass windows of the Collégiale Church in Neuchâtel, where the family’s coat of arms still stands today. When Thomas Baillod, the founder of BA111OD, came across an old photograph of a watchmaker named Ulysse Baillod, his curiosity led him on a journey of discovery, culminating in research with historian Rossella Baldi. The revelation that his own ancestors had been part of Neuchâtel’s rich watchmaking tradition only reinforced his drive to carve out a new chapter in Swiss horology.
Thomas Baillod’s journey into watchmaking was far from conventional. Having spent over 15 years in the industry with brands like Maurice Lacroix and Louis Erard, he recognized that the traditional distribution model was growing outdated. He believed there was a better way—one that removed unnecessary middlemen and brought high-quality Swiss watches directly to customers. In 2019, he launched BA111OD as a living experiment in modern watch retailing. His first watch, released exclusively through LinkedIn, defied industry norms and showcased his commitment to innovation. By leveraging digital engagement and fostering a community of “afluendors” (a term he coined for customers who also act as brand ambassadors), he built a brand that speaks directly to its audience.
BA111OD quickly gained recognition for its distinctive timepieces, each a testament to the fusion of traditional craftsmanship and modern ingenuity. From the transparent mechanics of Chapter 3 to the intricate complications of Chapter 4's Tourbillon, each piece demonstrated Baillod’s dedication to Swiss excellence. Chapter 5 introduced a chronograph that balanced functionality with style, while Chapter 6 refined the brand’s aesthetic with a sleek, contemporary design. These releases laid the foundation for what would become BA111OD’s most ambitious watch yet—the Chapter 7 Certified Chronometer.
The Chapter 7 represents a culmination of BA111OD’s philosophy. Housed in a 40mm stainless steel case, its design is a study in refined simplicity, featuring a striking 10-sided faceted bezel that catches the light at every angle. The cascading guilloché dial adds depth and movement, while the four color options—Ice Blue, Deep Blue, Forest Green, and Jet Black—pay tribute to Neuchâtel’s landscapes, from the vast lake to the towering Jura forests. It is a watch that bridges past and present, embodying the craftsmanship of Baillod’s ancestors while embracing contemporary style.
Yet, beyond its aesthetics, Chapter 7 is a technical powerhouse. Powered by the Soprod P024 automatic movement, it carries the prestigious chronometer certification from the Observatoire Chronométrique de Genève, ensuring an accuracy of -4/+6 seconds per day—surpassing the standards of most mechanical watches. Each movement undergoes rigorous individual testing, proving its resilience against temperature changes, shocks, and magnetic fields. For Baillod, securing this certification was more than a technical achievement; it was a validation of his vision. “When we started, many doubted that an independent brand like ours could achieve these standards while maintaining accessibility,” he once said. “But we believed in our approach. We knew that by working with the right partners and staying true to our values, we could deliver exceptional quality.”
The Chapter 7 is designed for individuals who refuse to compromise, adapting effortlessly from boardroom meetings to rugged outdoor adventures. With 100-meter water resistance and a choice between a stainless steel bracelet or a sporty rubber strap, it is built for versatility. At CHF 760 for the rubber strap variant and CHF 820 for the steel bracelet version, it delivers remarkable value in the Swiss watchmaking landscape.
Collectors have taken note. Chronometer certification is a rare feature at this price point, making Chapter 7 a compelling proposition. As the watch world continues to evolve, BA111OD stands at the forefront of a new era. In an industry where major brands consolidate their power and push prices ever higher, independents like BA111OD prove that there is still room for ingenuity, direct engagement, and a return to the pure passion of watchmaking.
Chapter 7 is more than just another timepiece; it is a testament to the enduring spirit of Swiss horology and a nod to the Baillod name—a name that has been shaping time for nearly 250 years. As Thomas Baillod himself explains; “True luxury is not about price, but about passion, craftsmanship, and connection. At BA111OD, we create beautifully designed timepieces that blend Swiss precision with accessibility, ensuring that more people can experience the joy of fine watchmaking. More than customers, our community is at the heart of our journey—every watch is a bridge between tradition, innovation, and personal interaction.”
Author: Sergio Galanti