Studio Underd0g
- Founded
- 2020
- Based in
- London, England
- In our catalog
- 3 watches from $780 to $2,450
Studio Underd0g makes watches that make people smile. Its chronographs have dials in watermelon pink and green, mint and salmon, with names spelled with a zero instead of an "o". It's an easy brand to dismiss as a gimmick until you look closely: the designs are careful, the cases are well proportioned and the movements are real mechanical chronographs.
History
Richard Benc, a designer by trade, started Studio Underd0g in London in early 2020, during the first lockdown. The debut collection had three hand-wound chronographs: Desert Sky, Watermel0n and Go0fy Panda. The Watermel0n, with its pink and green dial and seed-shaped markers, became the brand's calling card. The first watches sold out fast.
The brand has since released new generations of the 01 Series and added the 02 and 03 Series, with more refined cases and new colorways. A third generation of the original chronograph arrived in late 2024.
Signature models
- 01 Series Watermel0n: The original fruit-dial chronograph, with a hand-wound Seagull ST19 column-wheel movement.
- 02 Series Mantis: A green-dialed chronograph with a slightly different case and character.
- 03 Series Salm0n: The more refined and more expensive model, with a salmon dial.
What it's known for
Studio Underd0g proves that serious watches don't have to be serious-looking. It's popular with collectors who already own plenty of black and blue dials.
Price and positioning
Studio Underd0g watches cost from about $700 to $2,300. Brew, Baltic and Furlan Marri are the closest alternatives, and none of them is quite this playful.
Studio Underd0g watches in our library
- Studio Underd0g 01 Series Watermel0n ($780 to $840)
- Studio Underd0g 02 Series Mantis ($1,140 to $1,225)
- Studio Underd0g 03 Series Salm0n ($2,275 to $2,450)