Studio Underd0g sells three hand-wound series, $800 for the Seagull-powered 01Series to $2,200 for the Sellita monopusher 03Series, all shown to US buyers in dollars and all, per the product pages, assembled by the brand's own team in Britain. The D0ghouse workshop in Maidenhead opened in May 2026, and every case in the range is between 37.5 and 38.5 mm.
Checked 20 September 2026 · list prices on the maker's site that day unless marked street
Studio Underd0g is Richard Benc's British brand, launched in 2020, known for the watermelon and dessert dials on its 01Series chronograph. Since May 2026 it has had its own workshop and showroom in Maidenhead, The D0ghouse, and the product pages now say 'Assembled fully in-house, by our own team, in Great Britain', with the assembler's initials recorded on each watch's paperwork. It sells direct and through retail partners (Time+Tide among them), with 'Exclusive Access' SKUs listed alongside the standard ones, and it has made collaborations with H. Moser and Massena LAB. One practical note: studiounderd0g.com is a placeholder page, and the store is underd0g.com. No warranty term was found on the pages read.
Three things the spec sheets settle. Every series is hand-wound, in 316L steel, under sapphire, with Super-LumiNova (C3 on the chronographs, X1 on the 02Series). There are two cases: the chronographs share a three-part case at 38.5 mm, 44.5 mm lug-to-lug and a 20 mm lug, rated 50 m; the 02Series is a two-part case at 37.5 mm, 46 mm lug-to-lug and an 18 mm lug, rated 100 m. Thickness runs 11.5 mm on the 02Series, 12.9 mm on the 01Series and 13.6 mm on the 03Series. The movement is the price: a Seagull ST-1901B made to the brand's spec at $800, a Sellita SW200-2 M Power+ at $1,200, a Sellita SW510 M monopusher at $2,200. At home the same three are GBP 600, 875 and 1,750 including VAT.
A fourth listing is in the data and not in the table. The 02Series 'The Mim0sa' shows $1,300 to US buyers, GBP 1,000 at home, with the Exclusive Access version in stock and the standard one sold out, but its page returned navigation only and the Shopify feed carries no spec block, so no dimension for it is verified; The Manhattan and The Gimlet are in the same series at the same price. It will join the table when the brand publishes a sheet.
Founded2020
BasedMaidenhead, United Kingdom (The D0ghouse workshop and showroom, opened May 2026)
Assembled'Assembled fully in-house, by our own team, in Great Britain'; each watch's assembler initials recorded on the paperwork (product pages)
MovementsSeagull ST-1901B bespoke hand-wound chronograph (01Series), Sellita SW200-2 M Power+ hand-wound (02Series Gen2), Sellita SW510 M monopusher hand-wound (03Series)
SoldDirect plus retail partners (Time+Tide and others via the Retailers page); 'Exclusive Access' SKUs sold alongside standard listings
Read the table by movement, which is also by price. The 01Series is the Chinese hand-wound chronograph and the dial the brand is known for; the 02Series is the Swiss three-hander with the sapphire dial layer and the only 100 m rating; the 03Series is the Swiss monopusher and the top of the range. Colour variants are the same price within a series except where the feed says otherwise, and the entry says where.
The mechanical chronograph under $1,000, and the dial the brand is known for: a Seagull ST-1901B hand-wound chronograph made to the brand's spec, 21,600 vph, 50 hours, in a 38.5 mm three-part steel case, 44.5 mm lug-to-lug, 12.9 mm thick, 50 m, sapphire, C3 Super-LumiNova, on Epsom leather with 20/16 mm quick-release. $800 to US buyers, GBP 600 including VAT at home; Classic Cheese is GBP 625 and Burnt Pepper0ni GBP 700 in the feed, the other dials the same as this. Against the 03Series at $2,200 it is the same case, 0.7 mm thinner; the $1,400 is the Sellita and the single pusher. Furlan Marri's Mechaquartz is $725 on a Seiko quartz module; this is the mechanical one.
Ø37.5 mm · hand wound · 100 m · $1,200 · Sellita · 100 m · sapphire dial
Studio Underd0g 02Series Gen2 'Nightshade'
37.5 × 46 mm · ref 40 × 47
MovementSellita SW200-2 M Power+ hand-wound, 4Hz, 63h, -7/+7 s/d
Case37.5 mm
Lug to lug46 mm
Thickness11.5 mm
Lug width18 mm
Water resistance100 m
CrystalSapphire; 1mm tinted sapphire dial layer
BezelFixed
LumeX1 Super-LumiNova
Case material316L steel, 2-part case
Price$1,200 (US price on the maker's site)
The three-hander, and the only Underd0g rated to 100 m: a Sellita SW200-2 M Power+ hand-wound at 4 Hz with 63 hours, in a 37.5 mm two-part steel case, 46 mm lug-to-lug, 11.5 mm thick, 18 mm lug, under a sapphire with a 1 mm tinted sapphire dial layer, X1 Super-LumiNova. $1,200 to US buyers, GBP 875 at home; Mantis, Red L0lly, Steffany Blue and Pink Lem0nade are the same price. It is the smallest case in the range and the longest lug-to-lug, 1.5 mm longer than the chronographs. Formex's Field Automatic 40 is $975 on the same SW200-2 Power+ as an automatic with 150 m; the $225 over it is the sapphire dial and the Maidenhead assembly.
Ø38.5 mm · hand wound · 50 m · $2,200 · Monopusher · top of range
Studio Underd0g 03Series 'Salm0n' monopusher
38.5 × 44.5 mm · ref 40 × 47
MovementSellita SW510 M cam-operated monopusher hand-wound, Elaboré, 28,800 vph, 63h
Case38.5 mm
Lug to lug44.5 mm
Thickness13.6 mm
Lug width20 mm
Water resistance50 m
CrystalSapphire, double sandwich
BezelFixed
LumeC3 Super-LumiNova
Case material316L steel, 3-part case
Price$2,200 (US price on the maker's site)
The top of the range and the one Swiss chronograph: a Sellita SW510 M cam-operated monopusher hand-wound in Elaboré grade, 28,800 vph, 63 hours, 38.5 mm, 44.5 mm lug-to-lug, 13.6 mm thick, 50 m, double sandwich sapphire, C3 lume. $2,200 to US buyers, GBP 1,750 at home; the Champagne & Caviar made with Massena LAB in the same series was GBP 1,750 and sold out. Farer's Libre Racing Chronograph is $2,095 on the SW510M at 38.5 mm, 44 mm and 13.4 mm with 100 m, so $105 less with two pushers; Vertex's MP45 M monopusher is GBP 2,900 before VAT at 40 mm and 14.8 mm. The Underd0g is the cheaper monopusher in either currency.
Studio Underd0g is for the buyer who wants a hand-wound chronograph with a dial no other brand would put its name to, at 38.5 mm and 44.5 mm lug-to-lug, which suits a 6.25 to 7 inch wrist and sits short on anything larger. The 02Series at 37.5 mm and 46 mm is the one for a plainer dial and a swim. Look elsewhere if you want an automatic, since all three series are hand-wound and Formex's Field 40 is $975 on the same Sellita base with a rotor; if you want a diver, since 50 to 100 m is the range and Serica's 5303 is $1,850 with 300 m and a certificate; or if you want a warranty term stated on the page, which the pages read did not give and Farer, Serica and Formex do.
Where it sits against the field
At $800 the 01Series is the cheapest mechanical chronograph in this data with a published lug-to-lug: Furlan Marri's Mechaquartz at $725 and Dan Henry's 1964 at $310 are Seiko quartz modules, and Lorier's Olympia at $999 on a Seiko NE88 automatic is no longer in Lorier's catalogue. At $1,200 the 02Series meets hand-wound field watches from Hamilton and Marathon at $675 and Farer's Marsden at $1,165 on a Sellita SW210-1 at 35 mm, and automatics from Formex at $975 and Serica at $1,290 with a COSC certificate; the Underd0g is the only one with a sapphire dial. At $2,200 the 03Series sits between Baltic's Scalegraph at $1,891.75 and Farer's Libre at $2,095 on the same Sellita SW510 family, below Nivada's Chronomaster at $2,085 on a Landeron 70 only by dint of the monopusher, and well under Massena LAB's Uni-Racer at $3,495 and Vertex's MP45 M at GBP 2,900 before VAT. The high-end ranking starts above it.
Questions people ask
Where are Studio Underd0g watches made?
Assembled in Maidenhead, England, per the product pages: 'Assembled fully in-house, by our own team, in Great Britain', in The D0ghouse workshop that opened in May 2026, with the assembler's initials on the paperwork. Cases are 316L steel; movements are a Seagull ST-1901B from China and Sellita SW200-2 and SW510 M calibres from Switzerland. The store is underd0g.com; studiounderd0g.com is a placeholder.
Are Studio Underd0g watches Swiss?
Two of the three series run Swiss movements, and none is Swiss Made. The 02Series uses a Sellita SW200-2 M Power+ hand-wound with 63 hours and the 03Series a Sellita SW510 M monopusher in Elaboré grade; the 01Series uses a Seagull ST-1901B hand-wound chronograph made to the brand's spec. All three are assembled in Britain, and the prices to US buyers are $800, $1,200 and $2,200.
What is the difference between the Studio Underd0g 01Series and 03Series?
The movement, the pusher and $1,400. Both use the 38.5 mm three-part case, 44.5 mm lug-to-lug, 50 m, sapphire, C3 lume and a 20/16 mm Epsom strap. The 01Series runs a Seagull ST-1901B hand-wound chronograph at 21,600 vph, 12.9 mm thick, $800; the 03Series runs a Sellita SW510 M cam-operated monopusher at 28,800 vph with a custom Côtes de Genève bridge, 13.6 mm thick, $2,200.
