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Studio Underd0g began with designer Richard Benc sketching watches for himself during the 2020 lockdown. Its first three chronographs paired bright, humorous designs with a hand-wound mechanical movement: a playful idea, built as a serious watch rather than a novelty. Benc’s personal project became a brand after watch enthusiasts responded to the designs—and a later Kickstarter campaign raised a reported £90,189.
A personal design project, not a pre-planned launch
In an interview published by Time+Tide on 15 March 2021, Benc described how the idea took shape during the early months of lockdown. With pubs closed and more time to himself, he began sketching watch concepts. Design was his trade, but he initially approached the watches as a passion project, not as the first products in a planned company.
He shared the concepts with a watch-enthusiast community on Facebook and was surprised by the positive response. That reaction gave him a reason to test whether other people wanted the watches, too. The brand’s design brief, as quoted by Time+Tide from its website, was “To create a serious watch that didn’t take itself too seriously…” Asked why he started, Benc put the personal starting point more simply: “I was simply designing a watch for myself that I liked!”
Three chronographs built around playful ideas
The launch collection comprised Watermel0n, Desert Sky and Go0fy Panda. Benc told Time+Tide that the designs took inspiration from a fruit, Nike Air Max 97 sneakers and panda imagery, respectively. Their vivid treatments and asymmetrical subdials made the dials the immediate talking point, but the watches were mechanical chronographs, not just graphic novelties.
#1 Best Overall
- ★ Unique Design: This watch has been carefully designed to perfectly combine sports and casual. Suitable for many indoor & outdoor scenes
- ★ Multi-function ★ : Six-hand Multi-function Quartz Movement ,Three Chronograph Sub-dial, Seconds sub-dial, Minute Sub-dial,24 Hours
- ★ Water Resistant ★: 30M (100FT) Water Resistant , withstands splashes or brief immersion in water, Perfect for all kind of business, casual, indoor and outdoor activities and daily use , but not suitable for swimming or bathing
- ★ Super Luminous ★ : Luminous Hands & Calibration , is convenient to read the time in the dark（Luminous function needs to be activated by light）
- ★ Gift Box ★: Hight Quality Gift Box -- Good gift for boyfriend, husband, father, brother, grandfather, friends...Great surprise for Birthday, Business-gift, Christmas, Valentine day, Wedding, New Year, Father’s Day
Watermel0n
Watermel0n translated fruit into a bright watch design. The name’s zero-for-“o” spelling also echoed the brand’s distinctive identity.
Desert Sky
Desert Sky drew on the visual character of Nike Air Max 97 sneakers, bringing a reference from sneaker design into the collection.
Rank #2
- Fully Functional Chronograph: Three active subdials indicate 1/10-second timing, seconds and minutes-not decorative dials. Use the side pushers to start, stop and reset the chronograph, while the date window adds practical daily function
- Bold 47mm Tonneau Design: The 47mm barrel-shaped case, layered multi-dial face and contrasting accents create a bold, high-tech look that stands out on the wrist. Multiple color combinations complement casual, business and evening outfits
- Reliable Quartz Construction: A dependable quartz movement delivers accurate analog timekeeping. Mineral glass helps protect the detailed dial, while the stainless steel case provides a solid feel and lasting structure for everyday wear
- Large Statement Fit: Designed for men who prefer a substantial watch: 47mm case diameter, 15mm thickness, 102g weight, 25mm strap width and 240mm strap length. Please review the measurements before ordering for the best fit
- Rubber Strap and 3ATM Water Resistance: The flexible rubber strap and buckle provide an adjustable, secure fit for daily wear. 3ATM water resistance handles splashes and light rain; avoid swimming, showering, diving or using the pushers underwater
Go0fy Panda
Go0fy Panda used panda imagery as the basis for its playful look. Like the other two, it applied that light-hearted concept to a chronograph rather than abandoning conventional watchmaking mechanics.
Why the first watches used the Seagull ST1901
Time+Tide identified the launch watches’ movement as the Seagull ST1901, a manual-wind chronograph. Benc said its affordability, visible mechanics and lineage were part of the appeal. He described it as “an incredible movement with an even more incredible history.” Those comments explain his choice; the historical claims are attributed to Benc’s interview rather than independently established here.
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- THE WATCH SAYS IT ALL: Only The Brave; when you wear those words featured on the Mega Chief Diesel watch chronograph dial, you show the world how you live each minute; in fact, the watch's three sub-dials track minutes, seconds, and tenths of seconds
- CASE & DIAL: These Diesel watches for men feature a 51mm diameter, round stainless steel case with a black dial and unique crown guard, luminous hands and hour markers, and a mineral crystal face that resists scratches
- WATCH BAND: Men's watches from Diesel with a 26mm band width, black steel bracelet band and links that can be removed for a customized fit
- MOVEMENT: Quartz movement with chronograph analog watch display and date window; three subdials to track minutes, seconds, and 24-hour time; stopwatch functionality; imported
- WATER RESISTANT MEN'S WRIST WATCH: Up to 100m (330ft); can be worn bathing, swimming or snorkeling and shallow diving; 10 ATM
The choice helped make the contrast central to the watches: unconventional, humorous dials paired with a mechanical movement whose operation could be seen and appreciated. The result asked enthusiasts to take both sides seriously—the design joke and the chronograph beneath it.
What the Kickstarter did—and what the dates establish
WatchPro’s 6 August 2024 founder interview reports that Studio Underd0g launched through Kickstarter in November 2021 with its trio of hand-wound bicompax chronographs and raised £90,189. That is a retrospective report of the campaign total, not a current price or a measure of present-day availability. The available reporting does not establish a backer count, conversion rate, Kickstarter category ranking or official comparison with other campaigns.
Rank #4
- Stainless steel case 39.5mm diameter x 14mm thick; Black dial; Luminous hands and hour markers
- Japanese quartz movement, VD53B-14 Caliber; Assembled in Japan; SR920SW battery included; Watch weight: 146 grams
- Stainless steel band, 205mm L x 20mm W; Band is adjustable by adding/removing links; Fold over safety clasp
- Mineral crystal;Screw-down crown; Stationary stainless steel bezel; Functional Subdials: 60min, 60sec, 24hr; 200 meter water resistant: Suitable for professional marine activity and surface water sports. Suitable for diving.
There is a chronology wrinkle worth keeping clear: Time+Tide’s March 2021 feature predates the November 2021 campaign reported by WatchPro, while the earlier article describes the chronograph as available on Kickstarter. Those accounts refer to different moments or campaign activity; the reporting available does not resolve the sequence in greater detail. The reliable takeaway is the later report’s specific campaign date and total, without treating the two articles as one contemporaneous account.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.From three launch watches to a broader brand
Studio Underd0g’s official site currently lists 01SERIES, 02SERIES and 03SERIES watches, along with special editions and straps. The brand’s about page says that each watch is assembled in-house in Great Britain by one pair of hands. Those are the company’s own descriptions; current model names, specifications and availability can change, so the live official product pages are the place to check what is offered now.
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- BLACK CHRONOGRAPH DIAL WITH DATE WINDOW & SILVER-TONE ROMAN NUMERALS
- Features: CHRONOGRAPH STOPWATCH FEATURE with DATE FUNCTION window
- 44.5 MM CASE SIZE with DURABLE MINERAL CRYSTAL that protects watch from scratches
- BRUSHED/POLISHED STAINLESS STEEL CASE
- BRUSHED/POLISHED STAINLESS STEEL BRACELET WITH FOLD-OVER CLASP + DOUBLE PUSH-BUTTON CLOSURE
Later reporting also indicates growth beyond the original small project. Hodinkee reported on 3 June 2026 that Studio Underd0g had about 30 staff and produced about 14,000 watches in 2025. These are reported figures, not independently audited metrics. The same report described investment in UK assembly and after-sales service.
The idea that made Studio Underd0g distinctive
Studio Underd0g’s early appeal came from refusing a false choice: a watch could have a sense of humour without being mechanically superficial. Benc’s lockdown sketches supplied the visual playfulness; the hand-wound chronograph supplied substance for enthusiasts to engage with. Kickstarter then offered a way to test whether that combination could find an audience. The story is less about making watchmaking a joke than about making room for delight in a category that often takes itself very seriously.
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