In this episode of The Analog Explorer, I stepped outside the bustling Vancouver Timepiece Show to chat with George, lead videographer at Studio Underd0g—a small team with big personality and watches that crank the whimsy dial to 1000!
If you’ve ever asked, “Why so serious?” while doomscrolling past silver-and-black dive watch reels or posts, Studio Underd0g is your antidote. Founded by Richard Benc in 2021, the brand launched with a Kickstarter and a mission: make great watches that don’t take themselves too seriously. And they’ve stuck to it—with colorways like Watermelon, Mint Choc Chip, and the latest duo, Avocado and Guac. They’ve managed to blend horological craftsmanship with joyful whimsy.
George and I talked about how the brand walks the fine line between cheeky design and thoughtful watchmaking. “At a glance, it’s fun and gimmicky,” he said, “but when you dig deeper, there’s a lot of design process under the hood.” From sapphire crystals shaped like soft domes to textures that elevate their vibrant dials, every detail is considered. Their playful aesthetic has become a calling card in the watch world—and a conversation starter across the collecting spectrum.
It’s not just the design that resonates—it’s the vibe. “We’re not weighed down by heritage,” George said. “We’re a new brand, which means we can make our own rules.” That freedom lets them try new things, like limited collaborations (see the Passionfruit collab with Moser) or shows-only releases (see the Gimlet with Fears Watches, which sold out in a single day).
Assembly is done in the UK near Reading, with parts sourced globally—including Seagull ST19 movements customized with a black baseplate exclusive to Studio Underd0g. They’ve weathered the impact of recent global trade shifts and tariffs by holding prices steady and leaning into their strong UK roots. As a proud member of the British Watch Alliance, they’re part of the movement to revive UK-based watchmaking.
The team? Just five people—with a sixth on the way. Yet, they manage to punch way above their weight. George himself joined about six months ago and now handles everything from social video to in-person events, like this one in Vancouver.
When I asked him my signature closer—why watches?—he answered with honest hesitation. He doesn’t have a long family legacy or a watch handed down from his grandfather. What he has is curiosity, an eye for detail, and a love of tactile analog things—like cameras, records, and yes, winding a watch every morning. “I’m a vibes guy,” he admitted. And really, isn’t that what it’s all about?
Explore more of Studio Underd0g’s color-packed lineup at studiounderd0g.com (remember—the “o” is a zero), or follow along on Instagram at @studio.underd0g.
Thanks again to the Vancouver Timepiece Show for making these conversations possible. Find out where they’re headed next at timepieceshow.com.
