Studio Underd0gを探る

Studio Underd0g burst onto the watch scene in 2020, quickly drawing attention with its playful, irreverent take on the mechanical chronograph. Based in the UK and helmed by designer Richard Benc, the brand’s debut, the Watermelon chronograph, signaled a clear departure from the staid conventions of microbrand watchmaking. Colorful dials, pun-laden names, and a focus on fun set the tone from the start.

Rather than chasing heritage or mimicking luxury tropes, Studio Underd0g leans into bold, pastel palettes and clever thematics—think Desert or Pink Lemonade—paired with the reliable Seagull ST-1901 hand-wound movement. The watches are thoughtfully sized at 38.5mm, with domed sapphire crystals and playful dial layouts that manage to feel both fresh and thoughtfully executed.

Studio Underd0g watches are produced in limited batches, often selling out quickly and fueling a lively secondary market. Collectors value the brand’s transparent communication, accessible pricing, and distinctive visual identity. Models like the Go0fy Panda and Mint Chocolate Chip have become conversation pieces, offering something genuinely different in a crowded field of microbrands.