The Unlikely Way
The Unlikely Way
The Unlikely Way
The old Underd0g has a few new tricks
When it comes to making watches we’re like a dog with a bone. That’s why we’re investing into watch assembly. Right here, in Great Britain. Sign up to our newsletter and be first to hear about our new tricks. Woof!
The Collections
Our core range
Featured product
The Alliance O2
Special editions
Pocket watch
We’ve come a long way
We're devoted to British watchmaking. Not because it's the easy option. Quite the opposite. For a while, the craft looked like it might disappear from our isles altogether. So we decided to take matters into our own hands.
We're training, recruiting, and investing in watchmaking talent. Doing our very British best to keep the craft alive. There are more likely places to assemble watches. Switzerland, for one. But there's nowhere else we'd rather do it. Rain or shine. Well, mostly rain.
Special editions
By yours truly
Alliance o2
Alliance 02
For The Alliance of British Watch and Clock Makers
2025
Champagne & Caviar
Champagne & Caviar
For Massena LAB
2025
The Manhattan
The Manhattan
For Fears Watch Company
2025
The Mimosa
The Mim0sa
For Fears Watch Company
2025
The Gimlet
The Gimlet
For Fears Watch Company
2025
Avocado
Av0cado
Limited Edition
2025
Guacamole
Guacam0le
Limited Edition
2025
SBo5 Sunflower
SB05 Sunflower
For Sartory Billard
2025
Rotten Egg
R0tten Egg
For Wristcheck
2024
Boiled Egg
B0iled Egg
For Wristcheck
2024
Fried Egg
Fried Egg
For Wristcheck
2024
Half 'N' Half
Half 'N' Half
For Mary's Meals
2024
Smoked Salmon
Smoked Salm0n
Limited Edition
2024
Project Passion
Project Passion
For H.Moser & Cie.
2024
BWD Field
BWD Field
For British Watchmakers’ Day
2024
Eastern Arabic
02SERIES Eastern Arabic
For Perpétuel
2024
Pepperoni
Pepper0ni
For Time+Tide
2024
Hawaiian
Hawaiin
For Time+Tide
2024
Blueberry
Blueberry
For Everywatch
2023
Eastern Arabic
01SERIES Eastern Arabic
For Perpétuel
2023
Strawberries & Cream
Strawberries & Cream
Limited Edition
2022
Pumpkin
Pumpkin
For Mary's Meals
2022
Aubergine
Aubergine
For Fratello
2022
