Studio Underd0g: Story of Young Man Who Challenged Luxury Watch Giants from His Garage

In a world dominated by venerable names like Rolex, Patek Philippe, and Audemars Piguet, there always emerges a "challenger" who refuses to conform to traditional rules. This is precisely what Richard Benc, a former aerospace engineer, did when he decided to turn his passion for watches into a bold brand called Studio Underd0g. From his garage in the UK to the forefront of the limited-edition watch world, this story takes us on a journey of creativity, challenge, and color.

Before Studio Underd0g, Richard Benc worked in aerospace engineering, contributing to aircraft structural design. However, his passion for mechanical watches never left him. In 2020, amid the COVID-19 pandemic, he decided to take a risk and launch his own project via the crowdfunding platform Kickstarter. He didn't have a fancy studio or a massive production line—just a simple idea: hand-assembled mechanical watches with playful designs, bold colors, and a price tag not exceeding $300.

The name itself tells part of the story. "Underd0g" (the unlikely contender) reflects the spirit of defiance that Richard embodies. He says, "I wanted to create something different—not just another watch, but a story that reminds people that creativity can triumph even when facing giants." The numeral "0" replacing the letter "o" in the name symbolizes his belonging to a digital generation that believes in innovation and modernity.

His first release was the "Watermel0n" watch, with a design reminiscent of summer fruit in red and green hues. Relying on a mechanical hand-wound Seagull ST1901 movement (historically used in space watches) gave it technical credibility. Within days on Kickstarter, the campaign surpassed its funding goal by 500%, attracting over 1,000 backers worldwide. The success wasn't just financial—it confirmed an audience craving something different.

But the journey wasn't all smooth sailing. Richard faced significant shipping delays due to the pandemic and global supply chain disruptions. Instead of hiding, he chose open communication with his backers, publishing weekly updates on challenges and solutions. He says, "The most important word in a startup is 'transparency'." This trust built a solid relationship with the brand's early community.

While luxury brands focus on gold, titanium, and classic colors, Underd0g chose shades like mango, mint, pistachio, and peach. The watches don't hide their identity: they are for the young, the creative, and those who want to express themselves without constraints. "A watch isn't just a tool to tell time; it's an accessory that tells the story of the person wearing it," Richard explains.

Unlike Rolex watches, which may appreciate over time, Underd0g's current value is more emotional than financial. But in the watch world, scarcity and storytelling are the decisive factors. Early models like the "Watermel0n" are already selling above their original price on the secondary market. Experts believe they could follow the path of rare "garage" watches if they maintain limited production and continue to innovate.

Today, the collection has expanded to include watches like "Mint Ch0c Chip" and "Peach Fizz," still produced in limited quantities. Richard is now working on developing a custom movement for the brand and dreams of seeing his watch on someone's wrist in a crowded street without it being a "traditional brand."

The story of Studio Underd0g isn't just a business success—it's proof that the luxury industry is no longer the exclusive domain of giants. With creativity, transparency, and boldness, a young individual can create a brand that makes its voice heard in a noisy world. As Richard says, "Sometimes, it's the little dog that leads the change."