What Studio Underd0g Watches does

Studio Underd0g is a British microbrand watchmaker established in 2020 by Richard Benc during the COVID-19 lockdowns, structured as Studio Underd0g Ltd. The company designs, manufactures, assembles, sells, and services mechanical wristwatches, operating from a registered office in Brighton and a dedicated assembly facility branded the "D0ghouse" in Maidenhead, England. The team is small (1-10 employees), consistent with the founder-led, independent-microbrand archetype.

The product portfolio is organized around three core series: the 01SERIES chronograph, the 02SERIES field watch, and the 03SERIES monopusher chronograph, supplemented by an extensive catalog of limited and special editions developed through collaborations. Pricing spans approximately $800 to $2,200 USD, positioning the brand in the accessible enthusiast tier of mechanical watches. Technical differentiation centers on an exclusive ST-1901B movement co-developed with Tianjin Seagull for the 01SERIES, while the 02 and 03 series employ Swiss Sellita calibers. Final assembly is conducted in-house at the Maidenhead workshop, supporting a controlled quality and after-sales service proposition.

Studio Underd0g operates a direct-to-consumer model through its own website with global shipping, complemented by selective retail partnerships including Time+Tide and James Porter & Son. After-sales service and repairs are handled internally. The combination of enthusiast-targeted design, limited-edition collaboration strategy, and hybrid online/offline distribution defines the commercial model, with founder-led narrative and community engagement functioning as central brand-building mechanisms in a category dominated by larger groups such as Swatch, Richemont, and Seiko.

Name

Studio Underd0g Watches

Legal name

Studio Underd0g Ltd

Website

https://underd0g.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Studio Underd0g is a British microbrand watchmaker founded in 2020 by Richard Benc that designs, assembles, and sells mechanical wristwatches priced $800-$2,200 to enthusiast collectors via its DTC website and select specialty retailers.

Ownership category

akta.pro rank

Product category

Mechanical Watches

SIC

Watches, Clocks, Clockwork Operated Devices/Parts (3873)

akta.pro primary industry

Independent/Microbrand Watches (CRAKADAH)

akta.pro secondary industries

Watch Manufacturing (Movements, Cases, Dials, Assembly) (CRAKADAJ), Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL), Watch Repair, Servicing & Restoration (CRAKADAN)

Keywords

• Mechanical watches
• Chronograph timepieces
• Microbrand watchmaking
• Limited edition watches
• Field watches

Headquarters

HQ city

Brighton

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through direct online sales via their website. Customers purchase watches directly, with global shipping via DHL Express. Free shipping on all watch orders.
2. Strap and Accessory Sales: Additional revenue from strap customizer and accessories, including leather straps ($100-$130) and metal mesh straps.
3. D0ghouse Assembly Experience: Paid experience offerings at The D0ghouse where customers can assemble their own watch under guidance, with exclusive watch variants only available to participants.
4. Retail Partner Distribution: Wholesale or consignment arrangements with retail partners including Time+Tide and James Porter & Son.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Studio Underd0g designs, assembles, and sells mechanical wristwatches across three core collections: the 01SERIES chronograph (powered by an exclusive bespoke Seagull ST-1901B movement), the 02SERIES field watch (using Sellita SW200-2 M), and the 03SERIES monopusher chronograph (using Sellita SW510 M). All watches are assembled in-house in Great Britain at The D0ghouse workshop in Maidenhead, with playful food-themed dial designs and sapphire crystal construction. The brand also offers the D0ghouse Assembly Experience (paid hands-on watchmaking service), strap customisation, and limited-edition collaborations.

Product overview

Studio Underd0g is a British microbrand watchmaker offering three core watch collections: the 01SERIES chronograph (the original collection featuring mechanical chronographs with vintage racing dial aesthetics), the 02SERIES field watch (playful reinterpretation of the classic Dirty Dozen military watch), and the 03SERIES monopusher chronograph (their most upmarket complication piece). All watches are assembled in-house in Great Britain using either the exclusive bespoke ST-1901B Seagull movement (for 01SERIES) or Swiss Sellita movements (for 02 and 03SERIES). The company also offers The D0ghouse showroom experience and Assembly Experience in Maidenhead, a strap customization service, and numerous special edition collaborations with other watchmakers and media partners.

Differentiator

Problem solved

Functional benefit

Products and services

• 01SERIES Chronograph The original Studio Underd0g collection of mechanical chronographs with vintage mid-century racing dial aesthetics presented in playful colourways. Uses the exclusive bespoke ST-1901B Seagull manual-winding movement with column-wheel construction. Current Gen3 variants include Watermel0n ($800), Desert Sky, Go0fy Panda, and Mint Ch0c Chip. Ø38.5mm case.
• 02SERIES Field Watch Studio Underd0g's take on the classic Dirty Dozen military field watch, reimagined with playful colourways and sapphire sandwich dial construction. Features Swiss Sellita SW200-2 M manual-winding movement with 63-hour power reserve. Gen2 variants include Nightshade, Red L0lly, Pink Lem0nade, and Steffany Blue at $1,200 USD. Ø37.5mm case.
• 03SERIES Monopusher Chronograph Studio Underd0g's most upmarket chronograph featuring a single pusher for start/stop/reset functions. Equipped with Swiss Sellita SW510 M movement, salmon skin texture dial under double sapphire crystal, and custom Côte de Genève ruthénium anthracite finished bridge. 63h power reserve. Priced at $2,200 USD.
• Alliance 02 Pocket Watch A world-first luminescent pocket watch created in partnership with Christopher Ward for The Alliance of British Watch & Clockmakers, a collaborative effort to promote British watchmaking. Sold out at launch.
• The D0ghouse Assembly Experience A hands-on paid watchmaking experience at Studio Underd0g's Maidenhead workshop where customers assemble their own 01SERIES watch under the guidance of watchmakers. Includes access to exclusive 01SERIES Guava variants only available through this experience.
• Strap Selector Custom strap customization service allowing customers to select different strap materials (Milanese Mesh at $100, Italian Epsom Leather and Suede at $130) and colours for their watches. Strap sizes include Small (110/65mm), Standard (120/70mm), and Large (135/80mm).
• Special Edition Watches (Collaborations) Collaborative limited-edition watches created with watchmakers and media brands including Time & Tide (Pizza Party), Massena LAB (Champagne & Caviar), Fears Watch Company (The Manhattan, The Mim0sa, The Gimlet), Sartory Billard (SB05 Sunflower), Wristcheck (The Uneggspected Series), H.Moser & Cie. (Project Passion), Mary's Meals (Half 'N' Half charity edition), British Watchmakers' Day (BWD Field), Perpétuel (Eastern Arabic), Fratello (Aubergine), and Everywatch (Blueberry).

Quantifiable outcome

• Movement regulated to -10/+15 seconds per day (ST-1901B)
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered major, core and minor.

• Christopher WardmajorStrategic or Co-development PartnerPartnership through 'Alliance 02' for The Alliance of British Watch & Clockmakers - a collaborative effort to promote British watchmaking. Christopher Ward co-designed and co-branded this special pocket watch.
• H. Moser & Cie.majorStrategic or Co-development PartnerCollaborative 'Project Passion' featuring a special edition watch. Studio Underd0g notably used the Swiss Sellita SW510 M movement which was clocked by enthusiasts during this collaboration.
• Fears Watch CompanycoreStrategic or Co-development PartnerSpecial edition 'The Manhattan' created for Fears Watch Company, another British microbrand.
• Sartory BillardcoreStrategic or Co-development PartnerCollaborated on 'SB05 Sunflower' special edition watch.
• Time & TidecoreChannel Partner/ Reseller/ DistributorAuthorized retail partner with dedicated showroom spaces in London, Melbourne, and New York. Also collaborated on 'Pizza Party 2.0' special edition.
• Massena LABcoreStrategic or Co-development PartnerCreated 'Champagne & Caviar' special edition collaboration.
• WristcheckcoreStrategic or Co-development PartnerCollaborated on 'The Uneggspected Series' special edition.
• PerpétuelminorStrategic or Co-development PartnerCreated '02SERIES Eastern Arabic' special edition for Perpétuel.
• Mary's MealsminorOthersCharitable collaboration on 'Half 'N' Half' special edition, with proceeds supporting Mary's Meals charity.
• British Watchmakers' DayminorStrategic or Co-development PartnerCreated 'BWD Field' special edition for British Watchmakers' Day.
• FratellominorGTM or Marketing PartnerCreated 'Aubergine' special edition collaboration with the watch media brand.
• EverywatchminorGTM or Marketing PartnerCreated 'Blueberry' special edition collaboration.
• The Alliance of British Watch and Clock MakerscoreStrategic or Co-development PartnerFounding member/partnership supporting British watchmaking industry. Studio Underd0g brings assembly fully in-house as part of this movement.
• SeagullcoreTechnology or IntegrationDeveloped exclusive ST-1901B movement in partnership with Seagull. This bespoke movement features all-black main plate and silver swan neck regulator, exclusive to Studio Underd0g.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Christopher Ward: UK-based microbrand-to-mid-tier mechanical watchmaker. Closest comparable in scale, geography, and DTC positioning; Studio Underd0g has an active co-development partnership with Christopher Ward on the Alliance 02 pocket watch.
• Vertex: British heritage microbrand producing limited mechanical watches in the UK. Directly comparable in microbrand positioning, UK-based assembly, and military-inspired collections.
• Farer: UK-based independent watchmaker offering colourful mechanical watches at accessible price points. Comparable in DTC-first model, British design-led identity, and target collector segment.
• Anordain: Independent Scottish microbrand producing small-batch mechanical watches with enamel and fumé dials. Comparable in scale, geography (UK-based), and design-led positioning.
• Fears Watch Company: British heritage microbrand producing mechanical watches in small batches with Bristol-based assembly. Comparable in geography, scale, and collector positioning; multiple collaborations with Studio Underd0g (The Manhattan, The Gimlet, The Mim0sa).

Broad incumbents

• Bremont: Established British luxury mechanical watch brand with broader catalog and significantly larger scale. Comparable geography and 'Made in Britain' positioning, but operates at a substantially higher price band and volume.
• H. Moser & Cie. Established high-end Swiss independent watchmaker. Operates at a much higher price band and scale but is a collaboration partner (Project Passion), relevant as an aspirational peer and brand-credibility signal.

Others

• Wristcheck: Online watch marketplace and authentication platform for pre-owned and independent watches. Comparable audience of enthusiast collectors and a collaboration partner (The Uneggspected Series); functions as an adjacent channel rather than a direct competitor.

Emerging players

• Massena LAB: Watch media brand that co-creates limited editions with independent watchmakers. Comparable as a special-edition collaboration partner (Champagne & Caviar) and indirect channel for audience acquisition among collectors.
• Sartory Billard: French independent watchmaker producing small-batch mechanical watches with playful design language. Comparable in microbrand scale and has collaborated with Studio Underd0g on the SB05 Sunflower.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Studio.Underd0g
• LinkedInlinkedin.com/company/studio-underd0g

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Studio Underd0g Watches