Studiounderd0g

The Design Language of Studiounderd0g

A lot of watch brands talk about character, but Studiounderd0g gives you something more specific to hold onto. This will often be a neologism (new word) - like Kodak or, in the watchmaking space, Rolex. Well, reasoned Rich, the new company was always going to be a bit of an underdog in amongst all those mighty Swiss watch brands - and the business was always to be design-led, like a design studio.

That kind of intent is exactly what makes a brand easier to recommend. A certain brand was said to be upping its case size by as much as a millimetre. For collectors who like discovering a brand's point of view through the watches themselves, Studiounderd0g is easy to appreciate.