Podcast Summary: The Real Time Show – "Time To Watches: BA111OD"
Episode Details:
- Title: Time To Watches: BA111OD
- Host: Rob Nudds
- Guest: Thomas Bayot of BA111OD
- Release Date: May 27, 2025
1. Introduction to BA111OD
Timestamp: [00:00 - 00:22]
Rob Nudds welcomes listeners to the on-site edition of The Real Time Show, introducing the setting at Time to Watches and his guest, Thomas Bayot of BA111OD. The conversation kicks off with pronunciation challenges associated with the brand name.
Key Quote:
- Rob Nudds [00:22]: "Thomas Bayot of BA111OD or O D or O D?"
2. The Unique Branding Approach
Timestamp: [00:22 - 01:14]
Thomas Bayot discusses the unconventional approach taken in naming the brand BA111OD, emphasizing that the brand name was secondary to starting conversations. He deliberately chose a name that's difficult to pronounce to serve as a conversational starter.
Key Quotes:
- Thomas Bayot [00:43]: "The name, the brand name was completely secondary. It was meant to be a conversation starter because most of the people wearing my watch don't know how to pronounce it."
- Rob Nudds [00:59]: "Having a name that's pronounceable in every language around the world would be optimum... But you went completely against that."
3. Anti-Brand Philosophy and Business Model
Timestamp: [01:14 - 07:39]
Bayot elaborates on his anti-brand strategy, highlighting his focus on distribution over traditional marketing. He draws parallels between his approach and disruptive business models like Uber and Airbnb, aiming to make high-quality Swiss watches more accessible by reducing costs through innovative distribution.
Key Quotes:
- Thomas Bayot [01:14]: "Everything I did was completely wrong in terms of what everything would teach me in terms of marketing whatsoever. I really didn't care. I went my way and it pretty much worked."
- Thomas Bayot [02:30]: "When you buy a watch, the least you're paying for is the watch. What you pay for is not marketing."
Bayot emphasizes his expertise in watch distribution, aiming to bridge the gap between producers and consumers to offer high-end watches at unprecedented prices without compromising quality.
Key Quotes:
- Thomas Bayot [05:08]: "I try to bridge and make the bridge as small as possible between the guy who produced the watch and the guy who wears it and make sure that the most value will transfer from one to the other."
- Rob Nudds [06:13]: "I'm assuming that the business model works. It's a successful self-sustainable."
4. Family Heritage and Industry Respect
Timestamp: [03:14 - 04:34]
Coming from a long lineage in the Watch Valley of Switzerland, Bayot expresses pride in his family's 250-year history in watchmaking. He stresses respect for the industry and other brands, positioning BA111OD as a respectful yet innovative entrant.
Key Quotes:
- Thomas Bayot [03:14]: "My family has been doing watches over 250 years in the state of Neuchatel."
- Thomas Bayot [07:01]: "We provide the best of the Swiss made watch industry on the wrist of the customers and make sure that they pay a very fair price for that."
5. Product Showcase: Chapter Series
Timestamp: [08:46 - 16:28]
Bayot introduces two flagship models:
-
Chapter Seven:
- Description: A certified chronometer from Geneva Observatoire Chronometry de Geneve, boasting top-tier precision and launched below €1,000.
- Highlights: High quality, precision, affordability.
-
Chapter Four:
- Description: A flying tourbillon certified chronometer with artisanally finished moon phase, offered below 10,000 Swiss Francs—a price point significantly lower than traditional haute horlogerie pieces.
- Features:
- Convex case and bezel
- Sapphire crystal dome
- Accented small seconds with a sunray pattern
- 120-hour power reserve
Key Quotes:
- Thomas Bayot [08:57]: "We launched a new flying Tourbillon, a certified chronometer... below 10,000 Swiss Franc."
- Rob Nudds [12:05]: "I was able to have a look at it earlier. The finishing on the dial and the tourbillon cage is absolutely gorgeous."
Rob praises the Chapter Four for its exceptional craftsmanship and competitive pricing, likening its tourbillon to the admired conical tourbillon by HYT.
Key Quotes:
- Rob Nudds [12:05]: "I've seen this watch in my hands today... the finishing... is absolutely gorgeous."
- Thomas Bayot [13:05]: "The tourbillon is an emotion. A flying tourbillon is something that is standing proudly out there, turning on itself and it's mesmerizing."
6. Market Reception and Future Plans
Timestamp: [15:11 - 16:28]
Bayot reveals that BA111OD's customer base largely consists of industry insiders from the Watch Valley, validating his business model. He touches upon the future launch plans, aiming to introduce new timepieces and complications monthly, while maintaining affordability and high quality.
Key Quotes:
- Thomas Bayot [15:14]: "We have a launch plan that usually a brand of 50 million would have."
- Thomas Bayot [15:37]: "Every month we'll be launching, introducing new things, including new one, two new complications."
Rob expresses excitement for upcoming releases and plans for future collaborations, ensuring listeners to stay connected via BA111OD's website and LinkedIn for sneak peeks.
Key Quotes:
- Rob Nudds [16:07]: "Make sure that you keep yourselves tuned in to ba111od.com."
- Thomas Bayot [15:11]: "Follow me on LinkedIn as well. I put a lot of sneak peeks on my profile and I interact with a lot of people."
7. Closing Remarks and Host Reflections
Timestamp: [16:28 - 20:48]
The episode concludes with Rob and his co-host Alon Ben Joseph reflecting on their impressions of Thomas Bayot. They discuss the initial intimidation felt, which was later replaced by admiration for Bayot's humility and vision. The hosts commend BA111OD for setting a new benchmark in the watch industry and encourage the community to engage and share their opinions.
Key Quotes:
- Rob Nudds [17:48]: "He could be a political leader."
- Alon Ben Joseph [18:15]: "It's cool, it's hip, it's happening. I know he wants to break the mold."
They emphasize the brand's impact as both a case study and an inspirational model for innovation within the watchmaking sector.
Key Quotes:
- Alon Ben Joseph [19:05]: "It's tough to not like something about what they're doing. I still find it a bit unnerving, a bit perplexing..."
- Rob Nudds [19:57]: "Let’s keep our eyes on BA111OD and everything Thomas has to say, and appreciate this as an incredible brand."
Conclusion
In this episode of The Real Time Show, Thomas Bayot of BA111OD presents a revolutionary approach to watchmaking by prioritizing distribution and accessibility over traditional branding. Through innovative business models and a commitment to quality, BA111OD aims to democratize high-end Swiss watches, making sophisticated timepieces attainable for a broader audience. The discussion highlights the brand's unique position in the market, its respect for watchmaking heritage, and its ambitious plans for future growth.
For more information and updates on BA111OD, visit ba111od.com and follow Thomas Bayot on LinkedIn.