Studio Underdog

Studio Underd0g is a modern British watch brand that turns conventional horology on its head with a dose of humour, colour, and creativity. Founded in 2020 by Richard Benc, a design-savvy entrepreneur with a background in product development, the brand was born during the COVID-19 lockdown as a passion project. In an industry often defined by heritage, restraint, and tradition, Studio Underd0g delivers a vibrant, irreverent twist—without compromising on mechanical substance.

The brand’s identity is built around playfulness and originality, evident from its very first release: the “Watermelon” Chronograph. With a pink-to-green gradient dial that mimics the fruit’s juicy tones, and subtle seed-like indices, the watch instantly captured the imagination of collectors tired of monochrome minimalism. This debut piece was more than just a novelty—it was a fully mechanical chronograph powered by the Seagull ST-1901, a hand-wound movement based on a vintage Venus 175 architecture.

Studio Underd0g’s design language is fun but deliberate. Each model explores a visual pun or cultural reference, from the “Mint Ch0c Chip” and “Desert Sky” editions to limited collaborations like the “Strawberries & Cream” for Wimbledon. The typography, colour gradients, and asymmetrical details reveal a keen eye for contemporary design—rooted more in graphic design and sneaker culture than in traditional Swiss codes. Yet, these are not gimmicks: the watches are mechanically sound, thoughtfully finished, and produced in small batches to maintain quality and exclusivity.

The brand’s watches feature sapphire crystals, exhibition casebacks, 20ATM water resistance, and carefully colour-matched straps, often made in the UK or Europe. Cases are typically 38.5mm in diameter—modern, but comfortably sized—and the use of hand-wound chronograph calibres keeps the watches thin and classically proportioned.

Production and assembly are carried out in the UK, in collaboration with respected independent watchmakers like Fricker in Germany and The Watchmaker’s Club, reinforcing a small-scale, high-integrity ethos. Orders are typically released in pre-order batches, creating both anticipation and a strong sense of community engagement. Studio Underd0g’s success is largely grassroots, fuelled by Instagram, word-of-mouth, and strong relationships with collectors and enthusiasts.

What truly sets Studio Underd0g apart is its ability to bridge serious watchmaking with a sense of fun. It appeals both to seasoned collectors who want something lighthearted yet well-built, and to newcomers drawn in by design-first storytelling. The watches are conversation starters, designed to bring joy and a little rebellion to the wrist.

As the brand continues to evolve, it remains committed to affordability, accessibility, and originality—proving that a small independent label can stand out in the crowded world of microbrands by staying true to its name: a true underdog, but one that punches far above its weight.