Studio Underd0g Establishes The D0ghouse, Its New British Watchmaking Facility
Studio Underd0g is one of the most refreshing success stories in modern watchmaking. What began as a plucky one‑man operation creating distinctive, cuisine‑themed watches has grown into a full‑blown enterprise producing more than 14,000 watches per year — and still growing. Even with Chinese‑sourced Seagull ST‑1901 calibers powering the popular 01Series and Swiss movements used in the 02Series and 03Series, there remains a clear sense of pride in carrying out assembly and testing on British shores.
That commitment now formalizes with Studio Underd0g’s acquisition of the Horologium workshop, where its assembly and testing take place. Renamed The D0ghouse, this now-in-house facility gives Studio Underd0g greater control over its production processes and opens the door to scaling output to meet demand.
It has been remarkable to witness the growth of Studio Underd0g under the leadership of Richard Benc. I recall meeting Benc at small watch-collector gatherings, where he showcased his early creations — perhaps with a hint of trepidation. After all, the attendees were seasoned watch owners, exacting in their judgments of design and quality. Yet the youthful creations garnered unanimous approval, and onlookers soon surrounded the corner Benc occupied. From those early days to becoming the toast of London’s British Watchmakers’ Day, Studio Underd0g has come a long way. With assembly and testing now under its roof, the brand has laid the foundation to springboard even further.
Studio Underd0g establishes The D0ghouse
To experience this expansion up close, Studio Underd0g is inviting owners and enthusiasts to its new watchmaking site in Maidenhead. Known as The D0ghouse, visitors get a behind‑the‑scenes look at the assembly of Studio Underd0g watches — with opportunities to get involved.
Opening its doors in May 2026, The D0ghouse reflects the brand’s commitment to transparency in the creation of its timepieces. Attendees at this year’s British Watchmakers’ Day (Saturday, March 7th, at Lindley Hall in London) will get priority in registering interest to be among the first outsiders to visit the new facility. Enthusiasts will be able to witness watchmaking and even step behind the bench for some hands‑on experience.
Studio Underd0g 01Series Guava
As the cherry on top — or, rather, the Guava — visitors will have the option to purchase the new 01Series Guava, a model exclusive to The D0ghouse experience and a fitting souvenir from the gift shop.
Of course, acquiring new space is only part of the equation. Filling it requires skilled watchmakers and technicians. For several years, Studio Underd0g has been quietly investing in talent, recruiting both experienced watchmakers and newcomers to the industry. While much of this work happens behind the scenes, it firmly establishes Studio Underd0g as a growing employer of local talent.
Further thoughts
There is clearly more to come following Studio Underd0g’s acquisition of its assembly and testing site. For now, readers can register their interest in visiting The D0ghouse and are encouraged to attend British Watchmakers’ Day to be among the first to explore the new facility.
At the time of publication, tickets remain available for British Watchmakers’ Day in the 4:00–7:00 PM time slot. They cost £15 for non‑members and are free for Alliance Club members. I hope to see you there and to experience firsthand the fruits of Studio Underd0g’s labor.
