BA111OD shook the watchmaking world with Chapter 4.1, The Veblen Dilemma Tourbillon, a fully Swiss-made tourbillon offered for under CHF 5,000, a price usually reserved for watches ten times more expensive. Launched during the brand’s second anniversary, the first 220 pieces sold out in just four months. While its traditional watchmaking credentials are impeccable, the real revelation lies in its pioneering use of NFC technology embedded directly into the sapphire crystal, a world first. This discreet integration connects the owner to a bespoke digital concierge service, offering everything from authentication and after-sales support to unique experiences. This innovation was achieved through a partnership with STISS, specialists in NFC-enabled sapphire, and Selinko, a leader in connected product authentication. Importantly, the technology doesn’t alter the movement, it’s completely passive, invisible, and future-proof, with an estimated lifespan of nearly 60 years. As Thomas Baillod describes it, the chip is like a “genie in a bottle”, there only when the wearer wants it, combining traditional watchmaking with meaningful digital utility without turning it into a “connected watch.” Beyond the tech, the watch remains a serious piece of Haute Horlogerie. Designed in the Jura Arc and powered by a manually wound tourbillon caliber by Olivier Mory, it features a 44 mm Grade 5 titanium case with a tantalum-grey DLC coating, chamfered and blued screws, and a 105-hour power reserve. By pairing a high-grade tourbillon with cutting-edge crystal technology at an unprecedented price, BA111OD challenges the old economics of fine watchmaking and proves that Swiss craftsmanship can be both innovative and accessible.