Studio Underd0g is a young, design-centric microbrand founded by watch enthusiast Richard Benc around 2020. Best known for its playful chronograph dials (e.g., “Watermel0n,” “Strawberries & Cream”), the brand initially launched via a successful crowdfunding campaign and quickly caught the attention of collectors looking for something fresh and fun. Over time, Studio Underd0g has introduced limited and special edition pieces—some of which have already appreciated in value on the secondary market due to their small production runs and cult-like following among microbrand aficionados.

About the Watch

  • Brand/Model: Studio Underd0g (e.g., “Watermel0n” Chronograph)
  • Price (Approx.): ~USD 550–650
  • Production Status: Current production, often small batches or limited runs
  • Movement: Sea-Gull ST19 (column-wheel, hand-wound chronograph)
  • Condition: Typically sold brand-new with box and papers
  • Notable Points: Bold dial designs, niche appeal, occasional value appreciation for special editions

Evaluating with the 7-Factor WIPS

Below is our structured approach to assessing watch investment potential, the Watch Investment Potential Score (WIPS). Each category is rated from 1–10, culminating in a total between 7 (lowest) and 70 (highest).

1. Brand Heritage & Recognition

Studio Underd0g is fresh and has limited legacy. They can’t compare to household names with deep historical roots, but they’re generating buzz in the microbrand community.
Score: 4

2. Rarity & Limited Production

Frequent sellouts and small production runs create some scarcity. While not ultra-rare, the watches are noticeably harder to find once each batch is gone—especially special editions.
Score: 6

3. Market Demand & Resale Liquidity

Collectors who love microbrands might pay a premium for sold-out models, but overall liquidity lags compared to established Swiss marques. That said, certain special editions have seen measurable price gains on resale platforms.
Score: 5

4. Condition & Completeness

Most pieces are purchased brand-new, complete with full box and papers, and often remain in top condition—especially early on the secondary market.
Score: 9

5. Historical or Collectible Significance

Studio Underd0g’s short history limits any major historical or collectible narrative. The quirkiness of their designs does add some niche collectibility, though, especially for enthusiasts who enjoy the brand’s story and creative themes.
Score: 3

6. Technical Complexity & Innovation

While the column-wheel chronograph movement is respectable, it’s an off-the-shelf Sea-Gull caliber. Artistic dial concepts give it flair but not groundbreaking horological innovation.
Score: 5

7. Long-Term Value Appreciation

Some microbrands gain cult status over time, and Studio Underd0g’s special editions have shown modest appreciation. Still, predicting future value is challenging given the brand’s relative infancy.
Score: 4

Final WIPS Calculation

Category Score
Brand Heritage & Recognition 4
Rarity & Limited Production 6
Market Demand & Resale Liquidity 5
Condition & Completeness 9
Historical or Collectible Significance 3
Technical Complexity & Innovation 5
Long-Term Value Appreciation 4
Total WIPS 36

Interpretation

A Total WIPS of 36 places the Studio Underd0g chronograph in the Below-average to Moderate range for investment potential. Despite a relatively low heritage score, the brand’s fresh designs, small batches, and recent resale value appreciation (especially with special editions) indicate solid enthusiasm among collectors.

Who Should Buy It?

  • Microbrand Aficionados: If you love unique aesthetics and want something off the beaten path, Studio Underd0g offers a fun alternative.
  • Casual Enthusiasts: Enjoy the creativity without overinvesting. The brand’s pricing is relatively accessible.
  • Investors: Some special editions have garnered increased resale value, but long-term appreciation remains uncertain for a newer microbrand.

Final Thoughts

While the WIPS score for Studio Underd0g may not be sky-high, the team at Timeless Pursuit remains optimistic about the brand’s future. We’ve been impressed by the creative design philosophy and enthusiastic community that’s quickly gathered around these vibrant timepieces. In fact, like many others, we’re on the waiting list for the next drop and hope to secure one of these playful chronographs in the near future.

  • Collectors: If you love eccentric dials and want a conversation piece, Studio Underd0g is an exciting option.
  • Investors: While potential for substantial long-term gains is limited, smaller production runs could help sustain secondary-market values.
  • Enthusiasts: Enjoy the fun factor. This is a microbrand that doesn’t take itself too seriously, and its growing fan base is a testament to that charm.

Remember, watch collecting isn’t always about investment returns—it’s also about the joy of wearing something that sparks conversation and brings a smile. If Studio Underd0g’s whimsical style resonates with you, it could be the perfect addition to your collection. Stay tuned—this is a micro brand worth watching!

Disclaimer: The WIPS framework is one of many ways to evaluate a watch. Actual market conditions, collector sentiment, and resale performance may vary.