diff --git a/BUCK b/BUCK
index 043aa87..ff79151 100644
--- a/BUCK
+++ b/BUCK
@@ -1,6 +1,5 @@
 include_defs('//VERSION')
 include_defs('//bucklets/maven_package.bucklet')
-TYPE = 'snapshot' if GITILES_VERSION.endswith('-SNAPSHOT') else 'release'
 
 DEPS = [
   '//gitiles-dev:dev',
@@ -21,7 +20,7 @@
 
 maven_package(
   repository = 'gerrit-api-repository',
-  url = 'gs://gerrit-api/%s' % TYPE,
+  url = 'gs://gerrit-api/release',
   version = GITILES_VERSION,
   jar = {'gitiles-servlet': '//gitiles-servlet:servlet'},
   src = {'gitiles-servlet': '//gitiles-servlet:src'},
diff --git a/VERSION b/VERSION
index 1302b48..b457c4e 100644
--- a/VERSION
+++ b/VERSION
@@ -1,6 +1,8 @@
 # Maven style API version (e.g. '2.x-SNAPSHOT').
-# Used by :imaven_install when talking to the
-# destination repository.
 #
-GITILES_VERSION = '1.0'
+# Used by :install and :deploy when talking to the destination repository. As
+# we currently have no stable releases, we use the "build number" scheme
+# described at:
+# http://mojo.codehaus.org/versions-maven-plugin/version-rules.html
+GITILES_VERSION = '0.1-1'
 
diff --git a/fake_pom_deploy.xml b/fake_pom_deploy.xml
index c4695c6..c63229a 100644
--- a/fake_pom_deploy.xml
+++ b/fake_pom_deploy.xml
@@ -2,7 +2,7 @@
   <modelVersion>4.0.0</modelVersion>
   <groupId>com.google.gitiles</groupId>
   <artifactId>Gitiles-Simple-Git-Repository-Browser</artifactId>
-  <version>1</version>
+  <version>1</version> <!-- Do not edit; see VERSION. -->
   <distributionManagement>
     <repository>
       <id>gerrit-api-repository</id>