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Studio Underd0g has always done things differently. While much of the industry outsources its craft, the brand assembles and tests its watches in Great Britain.
Until December 2025, it worked with an independent British workshop that grew in lockstep with Studio Underd0g’s cult following. In December, that workshop became Underd0g Manufacture. Assembly is now an in-house capability, embedded in the brand’s British DNA.
Craft, reconsidered
Over the past six months, Underd0g Manufacture has trained a new generation of watchmakers from the ground up. No prior experience required. Just patience, precision and belief in doing things properly. Founder Richard Benc believes the beauty lies in the making.
Each timepiece is assembled start to finish by a single pair of hands. It is not passed down a conveyor of technicians. The maker’s initials appear on the accompanying paperwork – a discreet signature of craftsmanship.
At Studio Underd0g, assembly is not treated as a final checkpoint. It is where nuance gathers; where tolerances, textures and tiny decisions compound into character. It forms the foundation of the brand’s ethos.
Enter The D0ghouse
This May, the brand opens the doors to The D0ghouse – the physical home of Underd0g Manufacture. A working environment where watches are assembled daily, and where guests can step beyond the velvet rope.
The D0ghouse Assembly Experience invites visitors to take their place at the watchmaker’s bench. Under the guidance of the Studio Underd0g team, participants can engage directly with the mechanics, learning the ritual behind each watch.
When the space officially opens, guests will be able to observe the full arc of production and assemble a watch themselves from the Core Collection.
To mark the occasion, the brand introduces the 01SERIES Guava, a vibrant new model available exclusively at The D0ghouse.
“Opening the doors to The D0ghouse feels like a really important moment for us,” says founder Richard Benc. “For years, the work that goes into assembling our watches has happened quietly, behind the scenes, by a small team who care deeply about doing things properly. Being able to invite people in, show them how their watches are made, and give the team the recognition they deserve is something I’m super excited about.”
Serious, not stuffy
Studio Underd0g occupies a rare space in contemporary British watchmaking. It is rooted in tradition, yet unafraid to break the rules. The brand champions the fundamentals while refusing the stiffness that so often defines the category.
These are serious watches that do not take themselves too seriously. Built with intent. Luxury, here, is not about gatekeeping – it is about participation.
See more at underd0g.com
