ince 2019, Thomas Baillod, the entrepreneur at the head of BA111OD, has been challenging the customs and traditions of the watchmaking industry. After developing a new business model, last year he unveiled a tourbillon model, entirely designed and made in Switzerland, for less than 5,000 Swiss francs. It instantly raised questions and sparked incredulity when it was presented.

The name of the model was chosen in a nod to the “Veblen effect”. Named after the economist and sociologist Thorstein Veblen (1857-1929), it refers to the snobbery that considers that the high price of a luxury product makes it more desirable. And conversely, that an accessible price necessarily corresponds to a lower intrinsic value.