Microbrand
Studio Underd0g
studiounderd0g.comA young British designer, Richard Benc, launched Studio Underd0g with a watermelon-dial chronograph that became the most talked-about watch of its year — at $500. The brand's manifesto is printed on every caseback: 'designed to put a smile on your face.' Pistachio dials, 'Desert Sky' gradients, tomato reds: each piece is a color study executed with shockingly good hand-finished detailing for the price.
In an industry that takes itself terminally seriously, Underd0g proved playfulness could be a legitimate design language — and the waitlists agree.
Worth knowing
Mecha-quartz movements in the core line, 38.5mm sizing won't suit everyone, and demand comfortably outstrips supply on every drop.
