Studio Underd0g is an independent British watch brand that has injected a dose of lighthearted fun into the watch industry. Founded during the pandemic, the brand is famous for its vibrant, food-inspired dial color schemes and textured dials, proving that high-quality, interesting watches do not always have to be stuffy or overly serious.
Overview
Founded: 2020
Based in: United Kingdom (assembled in UK)
Typical Price Range: £500–£900 GBP
Known For: Playful color palettes (Watermel0n), textured dials, Seagull chronographs, fun marketing
Website: underd0g.com
Brand Story
Studio Underd0g was founded in 2020 by Richard Benc, a professional industrial designer. Seeking to build a watch brand that didn’t take itself too seriously, Benc designed a series of chronographs with colorways inspired by watermelons, desert skies, and mint chocolate chip ice cream. The initial render went viral on Instagram, leading to a successful launch and rapid expansion. The brand now partners with Horologium in the UK for assembly and regulation.
Design Language
The brand’s aesthetic is modern, bright, and texture-rich. Studio Underd0g watches utilize coarse, degraded-matte dials that catch the light, combined with asymmetrical dial registers and bright pastel/neon colors. Their designs prioritize fun and legibility, using color to highlight specific watch functions while maintaining an approachable feel.
Movements & Manufacturing
For their 01 Series chronographs, Studio Underd0g uses the Seagull ST1901 hand-wound mechanical chronograph caliber, which offers an exposed column-wheel movement visible through a exhibition case back. For newer field models (02 Series), the brand uses Swiss automatic Sellita movements. Assembly, regulation, and QA are performed in Great Britain.
Notable Models
Watermel0n Chronograph (2021): The brand’s signature chronograph featuring a green and pink dial with seed-like markers and green strap.
Mint Ch0c Chip (2021): A cool-toned green and brown chronograph dial referencing the classic dessert.
02 Series Field (2023): A collection of minimalist field watches featuring fully luminous dials and Sellita movements.
Why Enthusiasts Care
Studio Underd0g is loved by enthusiasts because it directly challenges watch industry elitism. By focusing on a “fun story/serious watch” philosophy, they make high-character watches that are genuinely well-regulated and assembled. Their transparent communication, fun marketing campaigns, and affordable price point have made them one of the most successful independent brand launches of the decade.
Official Website
Studio Underd0g Official Website
