Who’s In The D0ghouse?
For a brand that has always placed such importance on how its watches are put together, this feels like a natural next step for Studio Underd0g. The brand has officially brought watch assembly fully in-house, completing the integration of its long-time assembly partner and opening a new manufacturing space aptly named The D0ghouse.
From here on, every Studio Underd0g watch will be assembled by the brand’s own team, in Great Britain. On paper, it might sound like a subtle operational shift. In reality, it marks a meaningful commitment to control, transparency, and the long game of contemporary British watchmaking.
Since its earliest days, Studio Underd0g relied on Horologium, a small independent workshop in the UK to assemble and test its watches. As the brand grew, that workshop grew alongside it. Once annual production passed 14,000 pieces, assembly stopped being just a logistical necessity and started shaping how the brand thought about its future.
In December 2025, Studio Underd0g acquired that workshop outright. It has since been renamed Underd0g Manufacture. The result is simple and significant. Assembly is no longer outsourced. It is now a capability the brand owns, develops, and stands behind.
Rather than taking shortcuts, Studio Underd0g has chosen the slower route. Over the past six months, supported by an investment made in mid-2024, the team at Underd0g Manufacture has trained new watchmakers from the ground up, including individuals with no prior experience. Skills are being built internally, not bought in.
Each watch is assembled start to finish by a single watchmaker, not passed along an assembly line. Their initials appear on the paperwork that accompanies the watch, a small but telling detail. Assembly, in this context, is not treated as the final step. It is where the character of the watch is formed.
In May, the brand will take things a step further by opening The D0ghouse to visitors. This is not a traditional showroom. It is a working environment where watches are assembled daily and where guests will be able to take part in what Studio Underd0g calls The D0ghouse Assembly Experience.
Ahead of the opening, the team will appear at British Watchmakers’ Day on March 7th, where enthusiasts can register interest in visiting The D0ghouse. Visitors will also get a closer look at how the assembly experience works, including the opportunity to step behind the bench and get hands-on with parts of the process alongside the team.
Once open, The D0ghouse will allow visitors to spend time with the watchmakers, see how Studio Underd0g watches are built from start to finish, and for those who want to go further, assemble a watch themselves under expert guidance. Participants will be able to work on models from the Core Collection, which will also be available to view and purchase on site.
To mark the opening, Studio Underd0g will introduce the 01SERIES Guava, a new reference available exclusively at The D0ghouse, either through the Assembly Experience or via the on-site showroom.
For a brand that has never taken itself too seriously, this is a serious move. One rooted in people, process, and pride of craft. By bringing assembly fully in-house and opening its doors to the public, Studio Underd0g is not just making watches. It is inviting enthusiasts into the story, and letting them see exactly how it all comes together.
Richard Benc’s rise has been nothing short of remarkable. It feels like no time at all since he was pitching a fledgling idea at a RedBar event in Kent back in 2021. Back then, Studio Underd0g was tiny. Big ideas, small footprint, and a lot to prove. Fast forward a few short years and that same brand has become a genuinely significant force in the British watchmaking scene.
It is a reminder that the right formula matters. Clear vision, relentless energy, and surrounding yourself with the right people can turn a side project into something far more serious. Studio Underd0g’s growth has not felt forced or rushed. It has felt earned.
There is also something quietly impressive about how the brand has managed to remain itself along the way. The watches are playful, opinionated, and deliberately a little different. They are not trying to please everyone, yet somehow everyone seems to want one. That is not an easy balance to strike.
For those who have watched the journey from the beginning, it is hard not to feel a sense of pride. Richard Benc and the team at Studio Underd0g have built something special, and it shows. The success feels deserved, and the future looks even brighter.