MICROBRAND
Studio Underd0g: The British Brand Bringing Humor to Horology
Discover bicompax chronographs with playful dials in flavors like watermelon, mint chip, and guacamole — proving watches can be fun without being frivolous.
Image: source
Founded in 2020 by London-based industrial designer Richard Benc, Studio Underd0g stands out in the microbrand world. While many independents pursue minimalism or vintage styles, Benc opted for vibrant, humorous chronographs. This approach has set the brand apart, offering a unique blend of fun and craftsmanship.
Studio Underd0g achieves a rare balance between whimsy and precision. The watches boast playful names and colors — Watermel0n, Mint Ch0c Chip, and Guacam0le — yet are crafted with serious attention to detail. Assembled in-house at their Pangbourne facility, these timepieces proudly carry the “Assembled in Great Britain” label. The brand combines Swiss-derived and Chinese movements with rigorous accuracy checks, demonstrating that creativity and quality can coexist.
The brand’s reputation has attracted collaborations with esteemed names like H. Moser & Cie, Fears, Sartory Billard, and Massena LAB, establishing credibility beyond its years. When a movement supplier’s increased order minimums threatened the brand’s operations, Studio Underd0g chose to innovate rather than retreat — resulting in the third generation of its flagship 01Series.
Signature Models
01SERIES Gen 3 Chronograph — The brand’s centerpiece features a Seagull ST-1901B manual-wind, column-wheel chronograph movement in a 38.5mm 316L steel case at 12.9mm thick. A double-domed sapphire crystal and 5 ATM water resistance complete the package. Prices start at $675 USD / £500 GBP. Signature colorways include Watermel0n, Mint Ch0c Chip, and Guacam0le.
02SERIES Field Watch — A subtler option with a 37mm case, Sellita SW210-1 manual-wind movement, and enhanced 10 ATM water resistance. Starting at $900 USD / £800 GBP.
Both lines embody the brand’s philosophy: manual-wind movements, meticulous assembly, and designs that invite a closer look without losing their playful spirit. Given the rapid sell-out of their color drops, staying close to the brand’s official channels is the best way to catch new editions before they’re gone.
And at Spot.Watch — that’s always worth noticing.