Studio Underd0g opens new seven-figure facility
British watch sensation Studio Underd0g has announced the opening of ‘The D0ghouse,’ a new seven-figure, fully fledged watchmaking workshop based in Maidenhead in the UK.
It means that the brand will now deal with all watch assembly fully in-house, allowing the fledgling brand to significantly scale up its production capability.
“We’ve spent five years making decisions that didn’t always look particularly sensible on paper,” said Richard Benc, the brand’s founder. “The D0ghouse is the biggest one yet. This is a seven-figure bet on British watchmaking, on our team, and on every person who has ever adopted a Studio Underd0g.
“Knowing that every watch we send out into the world was assembled right here, by our people. That feels pretty good,” Benc continued, proudly.
Alongside its primary function as a facility for the expanded assembly of its watches, The D0ghouse will also be open to the public from June 25, offering a hands-on ‘Assembly Experience.’
During the three-hour sessions, up to four guests per slot can physically assemble their own watch in the company of a professional watchmaker. Priced at £700, the experience includes the completed timepiece, which features a commemorative “Assembled By Me” caseback engraving.
To celebrate the workshop’s opening, Studio Underd0g has also introduced a brand-new, exclusive model — the 01SERIES Guava.
A fresh take on the brand’s bicompax chronograph layout, the Guava will only be available to guests who book a showroom appointment or participate in the hands-on Assembly Experience.
Benc will be part of the panel discussion about the renaissance of British watchmaking, taking place on 20 October at Goldsmiths’ Hall, on the same day as the UK Watch Awards.
