Studio Underd0g

Studio UnderD0g throws a playful wrench into the world into the world of horology. This innovative microbrand, established by London-based designer Richard Benc, challenges the traditional image of the watch industry, often perceived as elitist and catering to a select few. Studio UnderD0g believes that great design and quality shouldn’t be reserved for the privileged. Their approach is refreshingly countercultural, focusing on playful design and offering high-value timepieces that don’t take themselves too seriously.

UnderD0g is embracing its outsider status – it’s not named UnderD0g for no reason. Unlike established watchmakers with illustrious names and long histories, Studio UnderD0g thrives on a unique combination of humor, humility and perhaps surprising to some, exceptional craftmanship. Born during the pandemic, the brand’s journey began when the founder, posted a single design shared on an enthusiast Facebook page, witnessed an overwhelming wave of positive feedback which become the catalyst for this brand that has since then captured the imagination of global watch collectors.