Studio Underd0gMicrobrand

Studio Underd0g is a British watch microbrand founded by London product designer Richard Benc. He developed the idea during the 2020 lockdown and launched officially in March 2021, using Kickstarter to introduce colourful, humorous mechanical watches that deliberately reject stuffy heritage posing.

The name blends “underdog” with a zero, signalling an outsider, design-first identity. Collections are known for playful dials, quality finishing at accessible prices and a community-driven launch model that quickly made Underd0g a favourite among younger enthusiasts.