The biggest news in the watch-world in 2020? A certain brand was said to be upping its case size by as much as a millimetre. Thrilling stuff. Time to set myself a design brief. To create a serious watch that didn't take itself too seriously…
How we made our name
Our founder, Richard Benc, was typically thorough when trying to come up with a name for his fledgling watchmaking business. He researched brand naming techniques and found that conventional wisdom suggests a distinctive name of five or six letters. This will often be a neologism (new word) - like Kodak or, in the watchmaking space, Rolex. Trouble was, as Rich soon realised, the best of those names were all taken.
What was the brand to do? Well, reasoned Rich, the new company was always going to be a bit of an underdog in amongst all those mighty Swiss watch brands - and the business was always to be design-led, like a design studio. So there you have it - Studio Underd0g.
And the 0 instead of the o? That comes from another convention entirely. Gaming naming, where players will swap in a distinctive character or two to let them stand out from the crowd. Which, funnily enough, is precisely what we do.
The Studio
At Studio Underd0g, we don’t just make watches — we make mischief with them. That’s why from time to time we team up with some of the most respected names in watchmaking (think Moser, Fears, Sartory Billard) to create something a little bit improbable, a little bit collectible, and entirely unforgettable. Our collaborations are proof that serious watchmaking doesn’t need to take itself too seriously. Fancy a peek at what happens when worlds collide?
Meet the team
Behind the watch
Assembled in Great Britain
Every Studio Underd0g watch is assembled fully in-house, by our own team, in Great Britain.
Each watch is assembled start to finish by a single pair of hands, rather than moving through an assembly line of multiple technicians. The initials of the person who assembled the watch appear on the paperwork that accompanies it.
The Collections
Our core range
