Story Highlight
– Studio Underd0g acquires workshop, renames it Underd0g Manufacture.
– All watches now assembled by in-house British team.
– Production exceeds 14,000 watches annually.
– Visitors can participate in watch assembly experience.
– Launching exclusive 01SERIES Guava colorway at The D0ghouse.
Full Story
Studio Underd0g has transitioned to complete in-house watch assembly following the acquisition of its long-time manufacturing partner, now rebranded as Underd0g Manufacture.
All future watches from Studio Underd0g will be crafted by their own team in the UK, marking a significant step in the company’s growth as production has surged past 14,000 units annually.
In December 2025, the independent workshop that had been instrumental in assembling and testing Studio Underd0g watches since the brand’s inception was formally integrated into the business. This strategic move enables enhanced control over the assembly process and fosters improved collaboration between the design, production teams, and customers.
Over the last six months, the company has invested in training new employees without previous watchmaking experience, aligning with its commitment to skill development initiated in 2024. Each watch will now be crafted from start to finish by a single watchmaker, as opposed to following a standard assembly line approach. This allows for a more personalised touch, with the final product accompanied by the initials of the assembler in the accompanying documentation.
In a light-hearted nod to its branding, Studio Underd0g plans to open The D0ghouse in May, which will be the operational hub of Underd0g Manufacture. This facility will serve not merely as a showroom but as an active assembly workshop where visitors can observe the watch creation process in real time.
Guests will also have the unique opportunity to participate in The D0ghouse Assembly Experience, where they can assemble a watch under the guidance of skilled team members, utilising popular models from the Core Collection. This experience will be showcased at British Watchmakers’ Day on 7 March, complemented by insights into the brand’s latest offerings rather than conventional limited-edition items.
Additionally, to celebrate the launch of The D0ghouse, Studio Underd0g will introduce the 01SERIES Guava, a new colour exclusive to the venue. Interested individuals can register for more information.
