Studio Underd0g’s whimsical offerings are now available in the Time+Tide Shop!
Borna BošnjakWhile there’s plenty of (micro)brands out there doing their thing in their own unique way, there is no brand out there that quite does it like Studio Underd0g. Their funky two-register chronographs have captured the hearts of enthusiasts ever since they first released in 2020, stemming from unique, often food-related, inspiration. We’re excited to offer the full Studio Underd0g collection in the Time+Tide Shop, starting n0w.
Studio Underd0g started life as a long-overdue lockdown project from founder Richard Benc, who, alongside Head of Design and Marketing Manager Rich Benc and Ricky Benc ran the business exclusively, without any help. To make it a little bit more edgy, he decided to change the letter “o” in the name to the number “0”. Exciting stuff.
All of the models on offer are of the Gen 2 variety, improving upon the first generation with hand-made Epsom calfskin straps and British-based assembly and quality control carried out by Horologium. This involves demagnetisation, timegraphing in three positions and any necessary regulation.
All jokes aside, Richard managed to do something that very few brands have via self-awareness and irony, while keeping it light-hearted enough to appeal to a broad audience. Food has been a regular source of ideas for the pieces – Watermel0n, Mint Ch0c Chip and the limited Strawberries and Cream, Aubergine, and Pumpkin colourways all have gastronomic inspiration. A 38.5mm case with a thickness of 13.6mm keeps things compact enough to be appealing to a variety of wrists, and the same goes for the 44.5mm lug-to-lug distance.
Movement-wise, it’s a microbrand classic with the Seagull ST-1901. Manually wound and operated by a column wheel, the chronograph is basically a Chinese-made variant of the Venus 175. This very old Swiss movement has been produced in China since the 1960s, as the Swiss looked to sell their designs and the very machines that were used to build the Venus-branded movements. Nowadays, the ST-1901 is a staple of many microbrand chronographs and the most affordable mechanical chronograph around.
Head over to the Time+Tide Shop to view the full Studio Underd0g collection, available for purchase today.