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Studio Underd0g says every watch it ships has been assembled by its own team in Great Britain since its February 2026 announcement. The change followed its December 2025 acquisition of the independent workshop that had long assembled its watches; the workshop became Underd0g Manufacture. The brand also introduced the 01SERIES Guava, a D0ghouse-exclusive edition connected to visits and guided assembly sessions at its Maidenhead workshop.
What “fully in-house assembly” means
Studio Underd0g’s shift was an ownership change as well as a change in how it describes production. The brand acquired its long-standing independent assembly partner in December 2025 and renamed the operation Underd0g Manufacture. In February 2026, it said its own team would assemble every watch in Great Britain. Europa Star’s report of the February announcement describes the former partner as a small workshop that assembled and tested watches as the brand grew.
The company says each watch is assembled start to finish by one person, rather than passed among several assembly-line technicians. The assembler’s initials are included on the accompanying paperwork. These details concern assembly: they do not establish that every component or movement is made in Britain. Studio Underd0g’s About us page likewise describes the watches as assembled in Great Britain.
The D0ghouse: workshop and visitor destination
The acquired operation is based at The D0ghouse in Maidenhead. In its July 2026 opening announcement, Studio Underd0g described the site as both an active production facility and a place for visitors. The company said bringing assembly in-house would increase capacity and enable closer collaboration; those are the company’s stated reasons and expectations, not independently measured results. It also described a seven-figure investment in the facility.
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The brand’s production context is more than 14,000 watches a year, a figure repeated in its February and July 2026 releases. It is a company-provided scale figure, not an audited output measure. Separately, Country Life reported that founder Richard Benc put the facility’s capacity at 1,200–1,500 watches per month; that is Benc’s estimate as relayed by the publication, not verified monthly production. Studio Underd0g’s July announcement covers the opening and visitor offering.
What is the 01SERIES Guava?
The 01SERIES Guava is a mechanical chronograph introduced to mark The D0ghouse opening. Country Life’s 1 July 2026 report describes a 39.5 mm case and a pink dial accented with lime green. The brand and the report describe the model as exclusive to D0ghouse guests, so the available information does not support treating it as a general online release.
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Country Life reported a £575 watch price at the time of its visit, with £125 extra for the assembly option. Studio Underd0g’s July 2026 press release instead listed the three-hour Assembly Experience at £700, including an 01Series watch. These are differently presented prices and packages from their respective sources; check the brand’s current booking information for the offer and availability in effect when you plan to visit. The reporter also noted that the founder had reported more than 30,000 watches sold; that is an attributed sales figure, not an independently audited total. Country Life’s visit report describes the Guava and the assembly option.
Ways to visit The D0ghouse
Studio Underd0g’s July 2026 announcement listed two formats. Its dates, schedule and prices are time-sensitive, so confirm current terms with the brand before travelling or booking.
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| Visit | What the July 2026 announcement described | Price and inclusions |
|---|---|---|
| Showroom appointment | Free, 45 minutes; Thursdays, Fridays and Saturdays from 25 June 2026 | Free; a showroom visit, not the hands-on assembly session |
| The D0ghouse Assembly Experience | Three hours on Thursdays and Fridays from 25 June 2026; up to four guests | £700, including an 01Series watch, according to the July 2026 company release |
The company said bookings opened on 18 June 2026. The showroom appointment offered a chance to see the exclusive Guava; the Assembly Experience added guided, hands-on work. Country Life’s account presented the assembly price differently—as £125 extra alongside the £575 watch price—so confirm the current package rather than assuming the two descriptions are interchangeable.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What visitors actually assemble
Country Life reporter Robin Swithinbank’s account of the experience describes fitting a supplied, already-assembled movement to the dial, adding five hands and the crown and winding stem, then casing the watch. A professional watchmaker guided the activity and checked the completed watch. It is a hands-on assembly session, not an exercise in building the movement from individual components, and it does not demonstrate that all parts are British-made.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
