Studio Underd0g x Massena LAB Champagne & Caviar
Rumour has it that something decidedly indulgent has been simmering away in Maidenhead, and no, it’s not a new gastropub. Studio Underd0g has been up to its usual creative mischief, this time teaming up with none other than William Massena (The Codfather - see below). The result? A watch that’s basically the horological equivalent of treating yourself to the tasting menu and the wine pairing.
The Decadence Dial-ed Up
Say hello to the Studio Underd0g × Massena LAB 03 Series “Champagne & Caviar”, a limited-run monopusher chronograph that balances whimsy and refinement in classic Underd0g style. Think effervescent champagne tones meeting deep, glossy caviar hues… and yes, the “big-eye” sub-dial at three o’clock has been sculpted to resemble a generous serving of the good stuff.
It’s one of those details that’s clever enough to spot from across a table, but subtle enough that you won’t feel like you’re wearing a novelty sushi watch. The second counter sails cleanly past thanks to thoughtful dial symmetry and a playful champagne-bottle silhouette planted at the base of the chronograph hand, because subtle nods are more fun than shouting.
A pebble-grain calf strap by The Strap Tailor rounds things off, soft, tactile, and very much in “treat yourself” territory.
Beneath the Bubbles
Under the dial sits the hand-wound Sellita SW510 M, the same monopusher calibre Studio Underd0g debuted in its Moser collab last year. Expect 63 hours of power reserve and a special ruthenium anthracite bridge decorated with Côte de Genève, made exclusively for the brand. Because if you’re going fancy on top, you may as well keep the theme going inside.
Champagne. Caviar. Chronograph. Excessive? Possibly. Fun? Absolutely. And in a world full of safe, beige releases, this one feels deliciously unapologetic. It’s unmistakably Underd0g — playful, daring, and proudly marching to its own beat.
With a very limited run of only 200 pieces, this will problably sell out in the time it takes to read this article. So if you are quick, jump on to www.underd0g.com at 3pm on 11th November and see if you can bag one. You’ll need to part with £1750.00 and all being good, you’ll get it before Santa drops down your chimney.
What I love just as much as the watch itself is the way the brand builds excitement. Cryptic teaser clips, surprising drops, tongue-in-cheek storytelling — and from a team this small, the level of execution is genuinely impressive. This is how you create hype without shouting: smart timing, personality, and a wink to those in the know.
With limited numbers or narrow ordering windows, Richard has cracked a formula many bigger brands would love to replicate. In a crowded market, Studio Underd0g is still managing to cut through — and most collectors now know exactly who they are and what sort of joyful chaos to expect.
I’m genuinely thrilled for Richard and the growing crew behind the brand. They’re playing an absolute blinder right now, and if this is where things stand today, I can’t wait to see what wonderfully mad idea comes next.