Studio Underd0g Av0cado and Guacem0le

Why can’t horology be a little bit more playful from time to time? The latest offering from Studio Underd0g takes originality, or the lack thereof, to a whole new level.

Imitation is the sincerest form of flattery

In January 2024, we hit an unexpected milestone. Despite Studio Underd0g’s youth, we’d been homaged. A brand that shall remain nameless (though it rhymes with Roxima) released a watch with the snappy title: New PX1717 Watch of Mens Modify ST1902 Watermelon Dial Waterproof Chronograph Mechanical Wristwatches Domed Sapphire. Their source of inspiration was clear, and it made us pause to consider our next move. Should we lawyer up? Tempting… but not quite our style.

This wasn’t a one-off. The second design, a slightly more original take, was simply titled Avocado Color. It got us thinking: could we pull an uno reverse card? We asked our community if they’d like to see us homage the homage, and the response was a resounding yes.

Homage²

Presented alongside the inspired Studio Underd0g Av0cado is the Guacam0le, a mash-up, if you will, and a colourway that stays true to our signature colour-blocking and design principles.

Over the past 14 months, while sampling and developing these two new novelties, we’ve received countless messages from the enthusiast community flagging fresh copycats from a whole host of obscure brands. Naturally, we felt it was only right to try and catch ‘em all.

From the Founder

Quotes from Richard Benc:

Back in January 2024, I shared concept renders of the Av0cado and Guacam0le with the Studio Underd0g community. When we put the two designs to a vote, I was surprised to see the results, with over 6,000 votes and a perfect 50/50 split. In the end, I had no choice but to make both!”

Even the big players in the Swiss watch world get copied, and despite their deep pockets, their eff orts to shut down copycats often fall flat. It made me wonder if there was a more creative way to respond.”

Studio Underd0g has always been about doing things a little diff erently, and this launch is no exception. It’s a reminder that watchmaking doesn’t have to take itself too seriously to still be taken seriously. The Av0cado and Guacam0le are proof that even a slightly sour situation can lead to something unexpectedly good.”

The Drop

The Limited Edition Av0cado and Guacam0le models will be made available on May 8th for 9 hours between 3pm - 12am BST via underd0g.com. Once the window closes, they will be instantly discontinued. All orders placed during this window will be guaranteed a watch. The first 800 orders will be delivered in May 2025, with any further orders to be delivered from April. Exact delivery details depend on the total quantity of orders placed. Orders will be processed and shipped based on order number (first come, first serve basis).

Championing British Independents

It’s incredibly exciting to see a resurgence of British brands in the horological space, and we want to play our part in helping this sector grow this year. Since 2023, not only are Studio Underd0g watches Assembled in Great Britain, but we’ve also partnered with two British Independent businesses:

The Strap Tailor: We’ve collaborated with David Richards, AKA; The Strap Tailor to offer a beautifully supple handmade Epsom Calfskin strap as part of this new introduction. This luxurious strap is made with a unique multi step tanning process that takes almost a month to complete. The lining is Haas Zermatt which is comfortable on the wrist and resistant to sweat and moisture.

Horologium: We’ve also partnered with Horologium who assemble and regulate all Studio Underd0g watches before they’re shipped out from the UK. The process includes demagnetisation, accuracy / rate review (3 positions) and regulation to achieve -10/+15 s/d.