If you haven’t heard of Studio Underd0g and Richard Benc, they’re an independent watch brand based in the UK that’s been quietly building a cult following—and for good reason. Here’s why we love Studio Underd0g:
Horol0gical irreverence of the highest f0rm
Watchmaking is a centuries-old tradition, and you'd think that most ideas of what one can do with a small, round metal puck would've been exhausted by now.
The folks over at Studio Underd0g vehemently disagree, however, continuously bringing a fresh twist on mechanical watchmaking, with a healthy dose of sarcasm thrown in for good measure, too.
Whether inspired by food, British military field watches, or rip-offs of his own designs (yes, we're serious), Richard Benc has turned Studio Underd0g into a micro giant.
Genuinely different
Most watches either take themselves super seriously or try to be quirky just for the sake of it. Studio Underd0g hits a nice middle ground.
Their designs are playful and a bit unexpected (you might’ve seen their “Watermel0n” or “Mint Ch0c Chip” watches), but they’re still thoughtfully put together and made with care. It feels like they’re designing what they want to wear—not just what they think will sell.
Underd0g C0mmunity
We hosted pizza parties and local meet-ups where people could see the watches, hang out, and connect over something they love. There was even a one-off “half-and-half” pizza watch that was auctioned off for charity.
It’s the kind of stuff that makes you feel like you're part of something—not just buying a watch.
Studio Underd0g IN THE MEDIA
Studio Underd0g pulls an Uno reverse on plagiarists by homaging its own homages
In an unexpected and playful move, SU unveils two new Series1 colourways inspired by knock-offs of their watches rather than lawyering up.
