As a brand committed to embracing the fun and playful side of watchmaking without taking it too seriously, Studio Underd0g often draws its design inspiration from unlikely and sometimes borderline absurd sources, ranging from watermelon and eggplant emojis to mint chocolate chip ice. Cream and a pair of sneakers. Like many small-scale independent brands, Studio Underd0g is a (more-or-less) one-man operation, and the company jokes about this on its website, featuring three different photos of the founder on the “About Us” page, with “Richard” as the founder, With respective titles indicating “Rich” as Head of Design and “Ricky” as Marketing Manager.
Studio Underd0g’s latest release began as a joke in the Instagram comments section between Richard (or maybe Rich or Ricky) and watch and tennis journalist Miguel Seabra, an early advocate for the independent brand. Miguel describes his perfect day as soaking up the British summer sunshine while watching a game of tennis and enjoying some strawberries and cream. Fast forward a moment and a few prototype colorways later, and Studio Underd0g is now officially launching the Strawberry & Cream Chronograph Watch. As with past releases, the new model isn’t an entirely new watch as it’s a fresh take on the brand’s signature budget-friendly mechanical chronograph design, offering a fun and funky color profile inspired by the classic summer treat.
The Studio Underd0g Strawberries & Cream watch’s 316L stainless steel case will be instantly familiar to those who have handled the brand’s releases in the past, and it measures 38.5mm in diameter by 44.5mm lug-to-lug, with an overall thickness of 13.6mm. (10.8 mm excluding the crystal), and the standard lug width is 20 mm. The top of the case is fitted with a double-domed sapphire crystal, while the screw-down exhibition caseback features a flat sapphire crystal and helps give the watch 50 meters of water resistance. A signed crown at 3 o’clock enables winding and time-setting, while twin pushers adjacent to it provide the mechanical chronograph complication.
The dial design inspiration of the Studio Underd0g Strawberry & Cream watch is immediately apparent. A cream-colored ring surrounds the textured red/pink center, which houses the tachymeter scale, while a large cream-colored register for the chronograph sits at the 3 o’clock position. The hours and minutes for the time are displayed by a pair of centrally positioned hands attached to the chronograph seconds hand, while the running seconds appear as a small register at 9 o’clock matching the red/pink surface. The dial around it. Small pops of green on the tips of the chronograph hands serve as hints of strawberry stalks, while Super-LumiNova C3 makes the time easily accessible in the dark.
Powering Studio Underd0g Strawberries & Cream is a seagull manual-wind call. ST-1901 chronograph movement, featuring a column wheel and swan neck regulator. The movement follows the Swiss Venus dial design. 175, which sold its instrument and technical drawings to the Chinese Air Force in the early 1960s. Running at a frequency of 21,600vph, the Seagull ST-1901 offers users a 50-hour power reserve (or 45 hours with the chronograph running). In addition, Seagull movements sometimes have a reputation for being a bit hit or miss when it comes to QC and control straight from the factory, Studio Underd0g has partnered with Horologium, which conducts a fully independent QC inspection process. Clocks. The process includes demagnetization, accuracy/rate review (three positions) and control where necessary. A report card is included with each watch, and each comes with a two-year limited warranty.
As Miguel Seabra is a self-confessed “strapoholic” when it comes to watches, Studio Underd0g thought it only fitting that the Strawberry & Cream watches come with two different strap options, and both are included with the watch upon purchase. Along with a tapered stainless steel Milanese mesh bracelet, the Studio UnderD0G Strawberries & Cream features a light brown Epsom calfskin strap, handcrafted by fellow British independent company The Strap Tailor (AKA David Richards) and featuring a unique multi-step tanning process. About a month to complete.
As a brand created by a person who loves watches and primarily caters to other watch enthusiasts, Studio Underd0g wants to make sure its products end up in the hands of people who actually want to own them rather than flippers who want to make them. Quick profit. Consequently, Studio Underd0g will make the Strawberry & Cream watches available for pre-order from 9th to 16th August 2022 at the official retail price. $675 USD. Once the 7-day pre-order window closes, the order page will not be reopened and the watch will not be produced again. With this approach, interested buyers have plenty of time to place their orders, with all available examples ending up in resellers’ hands within minutes of launch. For anyone who missed out on the brand’s past limited edition releases or just loves strawberries and cream, this latest release from Studio Underd0g offers enthusiasts a fun and affordable way to add something truly different to their respective collections. For more information, please visit Brand’s website.