The Tool Desk
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What does Studio Underd0g want people to understand?
Benc’s aim is for the wit of a dial to invite a closer look without making the watch feel like a novelty. “I think these are real serious watches that don’t take themselves too seriously,” he said in the interview.
That distinction helps explain the brand’s approach to design: humour is part of the visual language, but execution still matters. In discussing the Hand Delivered collaboration, Benc pointed to colour, texture and layering as ways to make a playful idea engaging rather than merely absurd.
How did the brand’s early demand develop?
Benc recalled reaching Studio Underd0g’s initial Kickstarter target within an hour. He also described the 02Series as having a nine-hour sales window, during which more than 2,500 watches were sold and sales reached about £1.8 million. Those are Benc’s reported figures in the March 2024 interview, not independently audited totals; he expressed uncertainty about the revenue figure.
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He connected the brand’s growth to the way it communicates with customers. “An approach of honesty means I can just say it as it is,” he said. On releases, he disputed the idea that every launch is artificially limited, describing defined sales windows that give interested customers time to buy.
What made the Hand Delivered collaboration different?
The Studio Underd0g x Time+Tide Hand Delivered put its access method inside the concept. As described in the March 2024 account, Andrew McUtchen or Richard Benc would deliver a QR code and password in person; those details opened an exclusive purchase page. Benc said there were no plans for an online drop at that time. The arrangement is a record of that 2024 release, not a guide to current availability.
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Food-inspired dials with a functional purpose
The collaboration came in pizza and Hawaiian-dial versions. The pizza dial used slices to mark the hours at two-hour intervals, with olives serving as hour markers. On the Hawaiian version, ham acted as the hour markers. The design therefore used its food theme to carry timekeeping information as well as visual character.
Specifications listed in the 2024 feature
| Specification | Time+Tide listing |
|---|---|
| Reference | 01PIT / 01HPBE |
| Case | Stainless steel; 38.5 mm diameter; 13.6 mm thick; 44.5 mm lug-to-lug |
| Water resistance | 50 metres |
| Crystal | Sapphire |
| Lug width and strap | 20 mm; Epsom calfskin strap with steel pin buckle |
| Movement | Manually wound Seagull ST-1901 column-wheel chronograph |
| Power reserve | 50 hours |
| Functions | Hours, minutes, small seconds and chronograph |
| Dial versions | Pepperoni, mushroom, basil and olive; or ham and pineapple |
Time+Tide listed the watch at A$1,150 and described it as a Time+Tide Studio exclusive or available through hand delivery by McUtchen or Benc. Both the price and access description are historical details from March 2024, not current retail information.
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What does later coverage add—and what does it not establish?
A June 2026 HODINKEE podcast page describes Benc discussing the company’s development, UK assembly, Horologium and a planned Doghouse HQ/showroom. The page reports 14,600 watches produced in 2025, but labels its notes AI-generated. Treat that output figure and any excerpts on the page as provisional unless checked against the episode audio.
Earlier, WatchPro’s November 2021 coverage described the Mint Ch0c Chip model, a handmade Alran Chevre goatskin strap produced with The Strap Tailor, and Horologium’s quality-control role at that time. These reports provide dated context; they do not establish present inventory, current assembly arrangements or universal strap compatibility.
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Sources
- Time+Tide, “Studio Underd0g spills the secret sauce of their success,” March 27, 2024
- HODINKEE Podcasts, “The Business of Watches [028] Studio Underd0g Founder Richard Benc,” June 3, 2026
- WatchPro, “Studio Underd0g champions British independents with new playful design,” November 1, 2021
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.
