It might sound odd but I reckon it’s now easier to get a Rolex than a £550 watch from Studio Underd0g. That’s because Studio Underd0g is one of those brands that pops up out of nowhere and generates so much hype that its products pretty much immediately become exclusive. Or in this case more elusive, as watches from the brand are hard to get hold of unless you’re willing to pay inflated prices.
For those not in the know, Studio Underd0g is a British brand born in 2020 under the Covid-19 pandemic conditions and created by Richard Benc. Previously a designer at Braun, Benc took his design nous and applied it to watches with the idea of injecting some fun into what could be seen as a stuffy watch world.
