Introducing a new micro brand and their collaboration with our friend and colleague Miguel Seabra – the Underd0g Strawberries and Cream.
New: Underd0g Strawberries and Cream
The Underd0g Strawberries and Cream is priced at GBP 575 / EUR 600 / USD 675 with free worldwide shipping.
I met with Richard Benc, a funny, talented young chap in London not long ago while I was in town for the OAK Collection event. Richard is the founder, head of design and marketing manager of the Underd0g (yes, there is a 0 which is substituted for o on all the Underd0g literature)…I guess not unusual for many micro brands to be a one man show. The brand started in 2020, and is based in in the UK. But in this novelty, launched today, he managed to snag a collaboration with my friend and colleague Miguel Seabra, who in addition to being a tennis journalist runs Espirial Tempo, a Portugese watch magazine.
The watch is rather interesting. The case is a very sleek, but perhaps otherwise nondescript looking round case with square pushers for the chronograph – a visual which attempts to be a vintage silhouette. But the overall look of the watch and its design is very fresh, the vintage vibes of the case being balanced with the refreshingly modern dial. Visually, one is drawn to focus on the dial. And the key design aspect is the name – Strawberry and Cream. The Underd0g watches all have food names (I wonder if there is any relation to Android product names…), with other models being called Watermel0n, Mint and Choch0ate Chip though they have a model called Desert Sky which takes inspiration from sneakers (!). The base design for the Strawberries and Cream is similar to the other two food models. There is a outer tachymeter ring and a bicompax chronograph dial layout. The two sub-dials have different diameters, adding visual interest. The asymmetry is balanced by the text on the dial proclaiming the brand name “Studio Underd0g” and other verbiage with the movement number and statement that this is a mechanical handwound watch.
The dial has an outer ring with tachymeter markings in a cream hue, a colour which is repeated in the right sub-dial showing the minute totaliser for 30 minutes. The rest of the dial takes on the hue of a strawberry, but also some of the texture. Including the index markers which look like the seeds on the strawberry. The construction of the dial is 2 layers, with a satin sand blasted base dial and a coarse dégradé top dial. The texture on the fumé dial creates further visual interest.
This is a mechanical, handwound chronograph movement – the Seagull ST-1901. This is an interesting movement as it is based on the Venus Caliber 175. The movement is made in China. From the case back, the movement looks very beautiful. The layout is what one would expect from Venus. However, I do not expect any level of high end finishing, and through a quick examination of the movement shows that this is competently finished in an engineering sense.
What is also interesting is that the watch is assembled in Great Britain, though Richard does not specify who does the assembly. Quality control and warranty is handled by Horologium, and independent repair and restoration outfit in the UK. The watch is delivered available with two straps – one in a hand made beige Epsom calfskin from The Strap Tailor and a Milanese steel mesh bracelet.
Priced at GBP 575 or EUR 600 or USD 675 with free shipping worldwide, the watch seems to be reasonably good value. The watch is not limited by numbers, but is only available only for a period of 7 days from 9 August 2022, with deliveries from December.
Exclusively available at underd0g.com on pre-order from the 9th -16th of August 2022. Launch time: 3pm BST. (10am EST / 7am PST / 4pm CET / 10pm SGT / 2pm GMT).
Once the 7-day pre-order window has closed, the order page will not be re-opened and the watch will not be produced again.
Underd0g Strawberries and Cream specifications
SKUs: Strawberries & Cream (01SCBE),
Case dimensions: D38.5mm * W13.6mm (10.8mm excluding crystal)
Additional dimensions: 20mm Lug width, 44.5mm Lug to lug
Architecture: 3-part case construction, screw down case-back and a signed crown Material: 316L Stainless Steel
Crystal: Sapphire crystals (Double domed front and flat exhibition back) Lume: Super-LumiNova C3
Water-resistance: 5 ATM
Movement type: Seagull Manual Winding ST-1901(with Swan Neck Regulator)
Beat Rate: 21,600
Winding crown: Clockwise wind system
Functions: Hours, minutes, seconds, chronograph, and tachymeter Power reserve: Chronograph off: 50h Chronograph on: 45h
Band: 20mm tapered to 16mm Epsom Calfskin strap by The Strap Tailor
Spring bars: Quick-release
Buckle: Signed 316L Stainless Steel
Band: 20mm tapered to 16mm Milanese Spring bars: Quick-release
Dial: 2-layer with a satin sandblast base dial and coarse dégradé top dial Function: Tachymeter markings
Term: We’ve partnered up with Horologium to offer a limited 2-year warranty