Who ordered pizza? Studio Underd0g brings back a modern icon
British watch brand Studio Underd0g has followed its successful 2024 ‘Pizza’ collection with a new boutique edition.
Available exclusively at Time+Tide Discovery Studios, the two new watches are called the Burnt Pepper0ni and the Classic Cheese.
The Burnt Pepper0ni is described by Studio Underd0g as a “charred” reinterpretation of the original. It features a PVD-coated case and a dark aesthetic, and there are two strap options — a black leather strap from The Strap Tailor and a PVD Milanese mesh bracelet.
The Classic Cheese is inspired by the iconic New York slice, as a nod to the opening of Time+Tide’s Soho studio in the Big Apple. It features a ‘missing slice’ at 3 o’clock and the warm colours resemble those on a classic pizza.
“Everyone who’s had a sneak peek of the Burnt Peppper0ni, my mumincluded, seems to experience the same mix of confusion and an unexplainable desire for the watch, said Studio Underd0g’s founder Richard Benc.
Time+Tide’s Andrew McUtchen said: “Nobody asked for it. Nobody wanted it. But when Rich and I saw the results, we were shocked. The whole pizza story was back, in black!”
The watch is already available in the States, and will be available in the UK after its launch at British Watchmakers’ Day on March 8. It’s priced at £700 / $925 for the Burnt Pepper0ni, and £625 / $825 for the Classic Cheese.
