Studio Underd0g

Overview

Studio Underd0g is a British microbrand known for playful, colorful watch designs that challenge traditional horology with humor and originality. Founded in 2020, it positions itself in the accessible luxury segment, offering timepieces assembled in Great Britain that appeal to collectors seeking fun alternatives to serious watchmaking.

History

Studio Underd0g was founded in 2020 by Richard Benc, an industrial designer based in London. The company was formally incorporated as Studio Underd0g Ltd on January 8, 2021, with its registered office in Brighton, East Sussex. It began operations with home-based packing and shipping before growing into a recognized microbrand. In 2023, it released the 02 series, featuring more refined designs while maintaining its playful aesthetic.

Product Lines

Manufacturing

Every Studio Underd0g watch is assembled fully in-house by a single watchmaker in Great Britain. The process is handled start to finish by the company's own team.

Notable Products

• Av0cado - Series 01 colorway inspired by avocado knock-offs, featuring green tones.
• Guacam0le - Series 01 variant with guacamole-inspired colors, released alongside Av0cado.
• Pizza-themed watch - Early model with pizza-inspired colorful dial that contributed to brand recognition.
• Series 02 models - 2023 release with refined designs retaining playful elements.

Reputation

Studio Underd0g is perceived positively by enthusiasts for its bold aesthetics, manufacturing quality, and accessibility in the microbrand space. Professionals note its success in blending serious watchmaking with humor, appealing to collectors who avoid overly serious brands. Some observe high demand leading to pre-order backlogs.