Studio Underd0g, a notable success in contemporary watchmaking, is fortifying its commitment to domestic production by establishing 'The D0ghouse' in Maidenhead. What began as a solo venture crafting unique, culinary-inspired timepieces has blossomed into a thriving enterprise, now producing over 14,000 watches annually. Despite utilizing Chinese-sourced Seagull ST-1901 movements for its 01Series and Swiss movements for its 02Series and 03Series, the brand has consistently emphasized the importance of British-based assembly and rigorous testing.
This dedication to local craftsmanship is now solidified through the acquisition of the Horologium workshop, which will now operate under the new name, The D0ghouse. This integration provides Studio Underd0g with enhanced oversight of its manufacturing processes, positioning the company for significant expansion to meet growing consumer demand. Richard Benc's leadership has been pivotal in the brand's journey, transforming it from a nascent idea shared at intimate collector gatherings into a celebrated presence at events like British Watchmakers' Day. The brand's early designs, though presented with initial apprehension, consistently received widespread acclaim from discerning watch enthusiasts.
The D0ghouse, set to open its doors in May 2026, will welcome watch owners and aficionados, offering an exclusive glimpse into the intricate assembly of Studio Underd0g watches. This initiative underscores the brand's commitment to transparency and community engagement, allowing visitors to engage directly with the watchmaking process and even participate in hands-on experiences. Attendees of the upcoming British Watchmakers' Day on March 7th at Lindley Hall in London will receive priority access to register their interest for these unique visits. As a special memento, visitors will have the opportunity to acquire the exclusive 01Series Guava model, available only at The D0ghouse. Beyond its physical expansion, Studio Underd0g has also been strategically investing in human capital, cultivating a skilled workforce of experienced watchmakers and emerging talents, further cementing its role as a significant local employer.
The establishment of The D0ghouse marks a significant milestone in Studio Underd0g's journey, symbolizing a deepening commitment to craftsmanship, transparency, and community. This strategic move is poised to propel the brand to new heights, fostering innovation and inspiring a new generation of watch enthusiasts. The future of British watchmaking shines brighter with such pioneering ventures.