In a watch industry often steeped in tradition and restraint, Studio Underd0g stands out by doing exactly the opposite. With its irreverent design language and surprising mechanical depth, this British brand has carved out a unique niche—one that speaks to a new kind of collector: curious, playful, and informed.
A Lockdown Idea That Took Off
Studio Underd0g was born in 2020, during the height of the COVID-19 pandemic, when product designer Richard Benc decided to turn confinement into creative fuel. Based in the United Kingdom, Benc brought a fresh, design-first perspective to watchmaking. He wasn’t a seasoned watchmaker—but perhaps that’s precisely why the project worked.
His first model, the 01Series, launched on Kickstarter in 2021. With pastel dials and quirky names, it could have been dismissed as a gimmick. Instead, it captured the imagination of a global audience, selling out quickly and earning praise for its combination of bold looks and solid technical execution.
A Philosophy That Balances Whimsy and Substance
What makes Studio Underd0g different is its refusal to choose between creativity and credibility. The brand leans fully into playful aesthetics, with models like the Watermel0n, Mint Ch0c Chip, and Go0fy Panda. But behind those fun exteriors lies a thoughtful approach to watchmaking.
Most models are powered by the Seagull ST-1901, a hand-wound, column wheel chronograph movement derived from the historic Venus 175. It’s reliable, mechanically engaging, and visible through an exhibition caseback. While produced in China, these movements are assembled and regulated to meet high standards—an honest and transparent choice that helps keep prices in check.
Studio Underd0g positions itself as a value-driven brand, typically pricing its watches around $600. This pricing reflects its mission: to offer mechanical watches with character, without compromising on quality. Even the cases, dials, and crystals reflect this ethos—showing careful attention to detail while staying within reach of most enthusiasts.
From the 01Series to Field Watches: A Growing Portfolio
The 01Series chronograph remains the brand’s signature model. With a 38.5mm stainless steel case, domed sapphire crystal, and unique dials that fade between colors, it’s become an instantly recognizable watch in the independent scene. The Watermel0n, in particular, has reached cult status, not only for its aesthetics but also for its surprisingly mature execution.
In 2023, the brand expanded its offering with the Field 02Series, marking a shift toward more rugged, functional design. Still compact in size and packed with thoughtful features—like a California dial and 100-meter water resistance—the Field series proved that Studio Underd0g could evolve while staying true to its roots.
Each release is limited in number, typically offered via pre-order campaigns with a very short window. This allows the brand to manage production efficiently while building strong engagement with its community. There’s no forced scarcity—just small-batch production and open communication with collectors.
A Fresh Voice in a Crowded Market
Studio Underd0g has quickly built a loyal following among collectors who appreciate originality and transparency. The brand sells exclusively online, mostly through its own website and occasional collaborations. It doesn’t rely on traditional retail or celebrity endorsements—instead, it has grown organically through word-of-mouth, social media, and the strength of its products.
It appeals primarily to younger watch enthusiasts, but not only. Many seasoned collectors see Studio Underd0g as a refreshing break from the conventional, something to wear when you want to enjoy your watch without the weight of heritage. It’s a reminder that watches can be serious and fun at the same time.
In a landscape filled with vintage-inspired pieces and homage designs, Studio Underd0g stands out by taking risks—and being rewarded for it. It represents a new wave of independent brands that prioritize identity, storytelling, and community.
Why Studio Underd0g Matters
Studio Underd0g is more than just a brand with funny names and colorful dials. It’s a statement about where modern watchmaking is headed—toward a space where design, authenticity, and mechanical charm intersect. It’s not afraid to have fun, but it never sacrifices integrity.
That’s why it resonates. Whether you’re buying your first mechanical watch or your fiftieth, there’s something undeniably compelling about a timepiece that makes you smile every time you check the time.
If you ask me, Studio Underd0g is one of the most exciting young brands to watch. It’s not just rewriting the rules—it’s proving that rules might not be necessary at all. But if you are looking for watches with an (extremely) traditional approach, Serica is doing an awesome job !
