Studio Underd0g was created by Richard Benc, a UK-based designer, in 2021. It began its journey as a lock-down project after Richard spotted the opportunity to disrupt an industry which he felt was far too serious, and one dominated by conservative designs. With a background in product design and an eye for colour, he has successfully built a cult following for Studio Underd0g watches by blending humor, creativity, and solid watchmaking fundamentals.
The design ethos that makes Studio Underd0g tick
If there’s one thing Studio Underd0g doesn’t do, it’s follow the herd. In a sea of microbrands offering slightly tweaked vintage divers or minimalist Bauhaus knock-offs, Studio Underd0g has gleefully gone off-piste – embracing a design philosophy that’s as bold as it is refreshing.
At the heart of the brand’s appeal is an unwavering commitment to colour, texture, and fun. Whether it’s the now-iconic Studio Underd0g Watermelon – with its vivid green outer ring and juicy pink inner dial – or the zesty punch of the Studio Underd0g Pink Lem0nade, these watches are designed to make you smile the moment you strap them on. They’re icebreakers, conversation starters, and wrist-bound mood lifters.
But don’t be fooled into thinking it’s just all whimsy and no substance. Scratch beneath those vibrant dials and you’ll find a surprising level of watchmaking credibility. The printing is sharp, the finishing impressively crisp for the price point, and the layering of textures – from brushed chapter rings to subtle grain on the dial surface – adds genuine depth and quality. The hands, often in complementary colours, are thoughtfully proportioned and
Above all, the ethos here is simple: watches should be fun. And judging by the brand’s growing cult following – not just in the UK but globally – it’s an ethos that’s clearly hitting the mark.
How Studio Underd0g watches are built and what’s inside them
Now, while the brand proudly wears its British heart on its sleeve, the actual construction of a Studio Underd0g watch is a true international effort.
The design work – from those playful dial concepts to the fine detailing of the cases and finishing – happens right here in the UK. Assembly too is carried out on home soil, ensuring tight quality control and allowing founder Richard Benc and his small team to keep a close eye on every single piece that goes out the door.
But, as with many microbrands navigating the modern watch landscape, Studio Underd0g cleverly sources certain components from international partners. The movements at the heart of most Studio Underd0g chronographs are the Seagull ST-1901 – a hand-wound column-wheel chronograph with a fascinating backstory. Originally developed from the Venus 175 (a Swiss movement design that dates back to the 1940s), this calibre is now manufactured in China by Tianjin Seagull Watch Group, one of the world’s largest movement makers.
Some enthusiasts do raise an eyebrow when they hear “Chinese movement” – but let’s not be snobbish here. The ST-1901 is a proper mechanical workhorse that’s been time-tested across a range of brands and watches. It may not have COSC certification, but it’s reliable, charming to use, and fits perfectly with Studio Underd0g’s ethos: fun, accessible horology that delivers the goods without the wallet-wincing prices.
That hand-wound nature also brings a certain romance – winding your Studio Underd0g becomes a daily ritual, a tactile connection to the machine on your wrist. And for those still not convinced, remember this: the Venus lineage means you’re getting a slice of vintage Swiss mechanical DNA in a fresh, modern British design. Not bad for a watch that can be had for well under a grand.
By using a blend of local assembly and global component sourcing, Studio Underd0g hits that sweet spot – maintaining an artisanal, British-built feel while keeping prices approachable. It also lets them inject more budget into those brilliant dial designs and limited-run variations that have built the brand’s cult following.
In short: a Studio Underd0g watch is an international cocktail – British design and assembly, a historically-rooted Chinese calibre, and a whole lot of fun in every tick. One you can wind, wear, and enjoy every single day.
The Studio Underd0g Range
Studio Underd0g watches are released in limited batches across three primary series, along with special editions that showcase the brand’s creativity – seizing any opportunities that arise to showcase their design pedigree.
01Series
The Studio Underd0g 01Series is where the brand’s story truly began – and where its mischievous spirit first turned heads in the watch world. At the heart of the collection sits the now-iconic Studio Underd0g Watermel0n, a flagship model that needs little introduction. With a dial that masterfully mimics both the texture and colours of a ripe watermelon – from its vivid pink centre to the subtle green outer ring – this watch became an instant sensation. In fact, it’s no exaggeration to say that the Watermel0n put Studio Underd0g firmly on the map, sparking a buzz that quickly spread from British collectors to enthusiasts around the globe.
But the 01Series is far from a one-trick pony. Alongside the Watermel0n, you’ll find other creative heavy-hitters like the Desert Sky – a gorgeous gradient dial inspired by the colours of twilight over the sands – and the Go0fy Panda, a cheeky twist on the classic panda chronograph layout. Each brings its own distinct personality to the table.
02Series
The Studio Underd0g 02Series, sometimes styled as Studio Underd0g Series 02, marks the brand’s playful foray into the world of field watches. The collection comprises four models, each offering its own distinctive flavour while sharing the same core DNA: a modern reimagining of the classic 1940s British Ministry of Defence (MoD) field watch specification.
A standout feature of the 02Series is its impressive lume. Thanks to no fewer than seven layers of Super-LumiNova, these watches absolutely sing in low-light conditions. Perfect for everything from late-night dog walks to those occasions when the pub garden stretches well into the summer evening.
Adding another clever twist is the use of a 1mm sapphire disc as the surface for the printed dial elements. This subtle design touch creates depth, with shadows falling onto the base dial below – giving the whole face an added sense of dimensionality and sophistication that belies the price point.
Now, you might expect a watch inspired by a 1940s MoD spec to look a bit staid and serious – all khaki straps and no-nonsense numerals. But true to Studio Underd0g form, the 02Series dials are anything but boring. They pop with vibrant hues (with the exception of the rather more reserved Midnight model), delivering a distinctly modern, cheeky take on the traditional field watch aesthetic.
Special Editions & Collaborations
Studio Underd0g has also ventured into exclusive collaborations, releasing ultra-limited runs that quickly sell out. These special editions often experiment with new materials, textures, and themes, further solidifying the brand’s reputation for innovation. They often have raised significant amounts for various charities.
- Pizza Party – Created as a playful homage to everyone’s favorite Italian dish, the Pizza Party edition featured a dial designed to look like a pizza, complete with realistic toppings. Only 100 pieces were made, each priced at £550.
- Blueberry – This vibrant blue-dialed chronograph was in participation in the EveryWatch Charity Auction, continuing the brand’s love for unique fruit-themed designs. The watch sold at auction for £16,000.
- Pumpkin – Another charity piece, this time for Mary’s Meals. Auctioned for £6,600, with the only other piece created gifted to a young Studio Underd0g fan who came up with the amazing pumpkin inspired design.
- Strawberries and Cream – Inspired by the iconic Wimbledon dessert, this watch combined red and white tones in a striking design. It was made available for pre order for just 1 week in 2022, with 846 pieces being ordered.
- Aubergine – This deep purple chronograph was a bold addition to the lineup and was created alongside Fratello Watches. Limited to just 50 pieces and raising money for testicular cancer research.
- ‘The Uneggspected Series’ – A very recent collection in partnership with Wristcheck, the Egg series, featured three variations: Scrambled, Fried, and Rotten – how do you like to have yours in the morning? Each version played with different yellow and white tones, embodying the brand’s signature humor and creativity. A total of 490 watches were produced across the three designs, with each selling for $800.
- ‘The Unoriginals’ – When Studio Underd0g were ripped off with sub-par versions of their watches, they saw it as an opportunity to react in their usual creative way – bringing out official versions of the knock-offs – the Avocado and Guacamole.
Final thoughts
Studio Underd0g has successfully disrupted the independent watch space by embracing creativity, affordability, and strong design principles. Whether it’s a Studio Underd0g chronograph from the 01Series, a refined field-inspired piece from the 02Series, or one of their cheeky limited editions, the brand continues to serve up watches that feel genuinely fresh and unapologetically unique.
By blending playful themes with solid mechanical credentials and keeping availability tightly limited, Studio Underd0g has carved out a cult following in the enthusiast community – and demand shows no signs of slowing. Here at 10to2, we’ve certainly been won over. Plenty of us on the team have our favourites (and own a few ourselves), which probably tells you all you need to know.
With each new release, we can’t help but wonder: what brilliantly bonkers idea will Studio Underd0g come up with next? One thing’s for certain – we’ll be watching closely, wallets at the ready to catch their next drop.
Win a Studio Underd0g – enter today
Don’t miss your chance to own a limited edition Studio Underd0g Av0cado! Enter our live competition for the opportunity to win a Studio Underd0g.
Tickets are only £2 and limited to just 800 entries, so get your entry in before it’s too late.
Please note: competition closes at 9:00pm on the 29th May 2025
