Studio Underd0g
Brighton, United Kingdom · Est. 2020
Founded by Richard Benc
Studio Underd0g is a British watch brand founded in 2020, producing fun, colourful, affordable watches with Swiss movements that directly challenge the notion that an interesting watch must be expensive. The brand sells direct-to-consumer and has built a significant community of enthusiasts who appreciate its lack of pretension.
- Founded
- 2020
- Headquarters
- Brighton, United Kingdom
- Group
- Independent
- Price Segment
- Mid
- Status
- Active
Key Collections
- Dessert — Playful collection with colourful dials named after desserts (Strawberries & Cream, Mint Choc, etc.), powered by Miyota automatic movements.
- Go 0nes — The brand's debut collection featuring a distinctive wandering-hour complication at an accessible price point.
Timeline
- 2020 — Richard Benc founds Studio Underd0g in London with the mission of making fun, colourful mechanical watches accessible to younger collectors.
- 2021 — The Dessert collection launches, with playful names and bold pastel dials that go viral on social media and sell out rapidly.
- 2023 — Wins multiple microbrand awards and establishes a strong community following, proving demand for joyful, non-traditional watch design.
Frequently Asked Questions about Studio Underd0g
- Why the '0' in Underd0g?
- The zero replaces the 'o' as a nod to the brand's underdog spirit and its watch dial designs, where numerals and playfulness are central to the identity.
- What movements does Studio Underd0g use?
- Primarily Miyota automatic movements, chosen for reliability and value, allowing the brand to keep prices accessible while offering mechanical watches.