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…
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…
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.
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?
Behind the Watch
Founder
Operations Manager
Operations Executive and Events Coordinator
Junior Designer
Videographer & Editor
Commercial Manager
Customer Services
Every Studio Underd0g watch is proudly Assembled in Great Britain, then given the once-over (and twice-over) by our friends at Horologium before heading out the door. That means full independent QC: demagnetised, tested for accuracy across three positions, regulated, and generally given a proper talking-to. To top it off, each one leaves with its own report card — because even the class clowns deserve grades.
Our Core Range
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