Studio Underd0g Opens The D0ghouse: A New Home for British Watchmaking

by Brent Robillard

Happy to be in The D0ghouse

For a brand that built its reputation on playful design and unconventional ideas, Studio Underd0g has never been particularly interested in following the expected path.

Over the past five years, the British independent has grown from a small enthusiast-driven project into one of the most recognizable names in contemporary independent watchmaking. Its colourful chronographs, unconventional collaborations, and direct engagement with collectors have helped create a following that stretches well beyond the United Kingdom. Yet behind the fruit-inspired dials and light-hearted branding, the company has been working toward something far more substantial.

The D0ghouse Artwork by Lee Yuen-Rapati — The D0ghouse as interpreted by artist and watchmaker Lee Yuen-Rapati

That work now has a name: The D0ghouse. Located in Maidenhead, England, The D0ghouse is Studio Underd0g’s new watchmaking facility and showroom. More importantly, it marks the completion of the brand’s transition to fully in-house assembly. From this point forward, Studio Underd0g watches will be assembled and quality controlled under the company’s own roof by its own team of watchmakers.

Studio Underd0g founder Richard Benc stands before The D0ghouse — Richard Benc stands before The D0ghouse

A significant investment

For a company only five years into its existence, it is a significant step. Bringing assembly in-house is an ambition shared by many brands, but it is rarely a straightforward undertaking. It requires infrastructure, equipment, trained personnel, and a long-term commitment that can be difficult to justify, particularly for smaller companies. Studio Underd0g estimates that building The D0ghouse required an investment exceeding seven figures, making it one of the most substantial commitments the brand has made since its launch.

A watchmaker assembles a watch at The D0ghouse — Assembly in The D0ghouse

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Underd0g Manufacture

The move did not happen overnight. Subscribers of The Calibrated Wrist may remember our earlier coverage of Underd0g Manufacture, the assembly operation formerly known as Horologium. Studio Underd0g initially acquired a stake in the British workshop before eventually assuming full ownership. What was once an external partner has now become the centre of the brand’s production efforts.

The timing makes sense. Annual production has grown to more than 14,000 watches, and demand has often exceeded supply. Limited ordering windows and extended wait times became familiar realities for collectors hoping to secure one of the brand’s releases. Bringing assembly closer to home gives Studio Underd0g greater control over production capacity while reducing its reliance on external partners.

Benefits of production

The immediate benefit is straightforward: more watches. According to the company, core collection models can now be ordered and delivered within days rather than through periodic release windows. For enthusiasts who have spent years refreshing product pages and waiting for ordering opportunities, that may be one of the most welcome developments attached to the opening of The D0ghouse.

The workshop itself is designed around a watchmaking philosophy that prioritizes individual accountability. Each watch is assembled from start to finish by a single watchmaker before undergoing quality control. Rather than moving through a segmented production line, every piece remains in the hands of one individual throughout the assembly process.

Watchmakers tools at The D0ghouse — Tools of the trade

Commitment to British watchmaking

The opening of The D0ghouse also reflects a broader commitment to British watchmaking. Finding skilled watchmakers remains one of the industry’s ongoing challenges, particularly outside Switzerland. Studio Underd0g has stated that the facility will serve not only as a production centre, but also as a place to develop and train future watchmaking talent. In that sense, the project extends beyond the needs of a single brand and contributes to the growing network of companies helping strengthen Britain’s modern watchmaking sector.

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Experiential learning

Of course, this is still Studio Underd0g. The D0ghouse has been designed as much for visitors as for watchmakers. Alongside the workshop is a dedicated showroom where guests can handle the full Studio Underd0g collection in person. Appointments are free and offer enthusiasts an opportunity to see the watches outside the confines of a computer screen.

For those looking for a deeper look behind the curtain, visitors can also access areas of the workshop itself through a hidden door concealed within the showroom. It is exactly the sort of detail one might expect from a brand that has never taken itself too seriously, even while making increasingly serious investments in its future.

Perhaps the most interesting addition is the D0ghouse Assembly Experience. Participants are invited to assemble their own Studio Underd0g watch under the supervision of a professional watchmaker. The three-hour session includes an 01SERIES watch and concludes with a caseback engraving reading “Assembled By Me.” While similar experiences exist elsewhere in the industry, they are typically associated with larger manufacturers or specialist watchmaking schools. Offering such direct access to the assembly process aligns neatly with Studio Underd0g’s community-focused approach.

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A Studio Underd0g watch assembled in Great Britain — A slice of life? @calibre321

A glimpse at things to come

I had a glimpse of what that might look like during the Montreal Timepiece Show last month. Studio Underd0g brought several watchmakers and a fully equipped watchmaking bench to the event, inviting enthusiasts to participate in parts of the assembly process. Throughout the weekend, visitors lined up for the opportunity to sit at the bench and try their hand at fitting components to an actual Studio Underd0g watch.

The task may sound straightforward, but watching people carefully position a set of hands onto a dial quickly revealed otherwise. Conversations that had moments earlier centred on colours, specifications, and collecting habits suddenly shifted toward patience, dexterity, and an appreciation for the people who do this work every day.

That reaction is likely part of the appeal behind The D0ghouse Assembly Experience. Beyond assembling a watch, it gives collectors an opportunity to engage with the craft itself. For a brand that has built its reputation through direct interaction with its community, opening the workshop doors feels like a natural extension of what Studio Underd0g has been doing all along.

The assembly experience at the Montreal timepiece Show — The Studio Underd0g assembly experience at the Montreal Timepiece Show @calibre321

Something more

To mark the opening, the company has also introduced a D0ghouse-exclusive model known as the 01SERIES Guava. Available only to visitors of the showroom or assembly programme, the watch adds another layer of incentive for enthusiasts willing to make the trip to Maidenhead.

It would be easy to view The D0ghouse as simply another brand showroom or visitor centre. In reality, it represents something more consequential.

Five years ago, Studio Underd0g entered the industry as an outsider with a playful idea and a handful of colourful watches. Today, it operates its own assembly facility, employs its own watchmakers, and is investing directly in the future of British watchmaking.

While the fruit-themed dials (let’s not forget salmon and pizza!) may still grab the headlines. The D0ghouse suggests the foundations beneath them are becoming considerably more substantial.