Studio Underd0g spills the secret sauce of their success

In the wake of our Time+Tide 10th anniversary celebrations, Andrew and Studio Underd0g founder Richard Benc chat through all things Studio Underd0g - brand history, philosophy, and, of course, our collaborative and beautifully blasphemous pizza watch collaboration.
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[@davidsimos]

Incredible event! The week was awesome and Richard was so great to meet and chat to, it's great to see good people having great success. Thanks to all involved 🙏☺

[@ToolwatchBoutique]

Every interview featuring Richard makes me prouder to own a Studio Underd0g 🙏 Thanks for bringing back fun to the watch game

[@nkonig1]

Richard’s a great guy. Met him a few times now and wish him and his team all the success.

[@firminshepherd4834]

So much fun! Very cool, love it.

[@andysantosiii1971]

I met Richard, great guy! I also own a watermelon and although I am not a fan of sub-40mm watches, I LOVE my watermelon! What it lacks in size for me, it more than makes up in tons of character!! I am crossing my fingers for a future fun divers watch, and please make it 40-41mm.

[@wallyng106]

When they said about effing time i shed a tear 😢 Great video though! 😊

[@original1todoit]

Is "about effing time" over?

[@wallyng106]

@@original1todoit watch the end of the last episode

[@JonathanPang-qb5qp]

I find baltic and furlan marri around this price range would stay in my collection

[@MrAumbra]

I own the Goofy Panda and I get a lot of questions about it. Great and fun piece in my collection.

[@WestCoastAce27]

Great interview from Andrew as always. And have to love the passion from Richard and his vision that’s not just about doing money grabs.

[@Stian1342]

aaa, Andrew, my favorite watch nerd gantleman :) what a guy! love it! Cheers buddy

[@Timeandtidewatches]

I see you buddy ✊🏼

[@EFAMILIO]

What a great bloke. Richard really is the brand. Well done mate.

[@marcusflack1523]

He has become a friend through the last year and a half and I can say he is exactly the guy you see on camera in the flesh. Down to earth and super friendly.

[@sebastien6483]

The edit is 🤌🏽. The steam coming out of the pizza box did it for me. I look forward to living with my 02 and seeing what Rich cooks up next. Maybe even more with Time +Tide? 🤞🏼

[@TheJohnnyViewer]

Would you release an episode from British Watchmakers days? My friend went there and got the pizza :) Also can you shed a bit of light on why there was no Studio Underd0g "negroni'meter" edition ? I really hoped for it...

[@markotoole7937]

I don't know why you'd spend that much for a pizza on your wrist, but clearly, there is a market for it!

[@YCymro69]

Looking at the Kickstarter screen shots at 3m20s I see that the watches have increased in price by over 50% in 2 1/2 years! They may have been worth it at £325 but there are many alternatives at £500.

[@sevakdishoian2806]

What are u guys doing? Come to LA.

[@Timeandtidewatches]

We’ll be in SAN Fran this year 😉

[@Chrissepisje]

I like studio underdog. Cracking designs. Lovely ideas, and a breath of fresh air. But.... I do hate the notion of limited drops. I don't care if it's Grand Seiko, Omega, Kurono Tokyo, or Studio Underd0g who do it, really, so it's nothing personal. If the lemonade dial O2 had been available as a regular production model you can just order, I would have owned one. I understand the dynamics behind the limited time-window drop, because it's excellent FOMO marketing and you run less risk of needing to manage stock, but long term management of stock models brings to mind serious long term service commitments. I don't buy a watch as a throwaway thing, so long term thinking is integral to the purchase. For me. That said, I'm on the mailing list for the O2 Lemonade, should it re-surface.

[@johnc1891]

Richard, if you’re listening, please drop us a metal bracelet gmt. After owning the 01 and 02, I need a metal bracelet from this brand badly. LOVE this brand.

[@piriyasantipunpitak343]

where can i get the QR code 😍

[@Timeandtidewatches]

It’s called hand delivered for a reason 😉

[@piriyasantipunpitak343]

@@Timeandtidewatches hahahaha wish that I still live in Melbourne :) anyway great content as always !!

[@philthyphil6662]

*Melbourne

[@HappyHikingTrail-qd1sy]

God of Zion remember my family to this altar of fire for long life and financial break through it in Jesus name amen ooooooo

[@alexbizz]

What, a Sausage Fest and with no Sausage Pizza 🍕 watch ⌚

[@firstnamelastname-ys3mz]

Aftermarket =FAKE

[@ludovicoc7046]

I have a Series 02 and am greatly disappointed. 20 (!) hours of power reserve, sharp-edged buckle (ouch!) and too short strap (7.5" wrist and am on the last hole.) For $900 USD, not worth it; I'm much more satisfied with Orient and Timex for a third of the price.

[@marcusflack1523]

Hmmm that’s strange. I also have a 7.5 inch wrist and I love my series 02. Maybe there’s something wrong with your model? The strap is fine for me. Did you try the nato. I’m loving it on the nato.

[@ToolwatchBoutique]

Hmmm I cannot confirm that from my 02Series 🤔 better contact them about that issue

[@stevemoreno6241]

I don't get the hype. Their designs are going to age like raw fish left under a couch.

[@gjmartin88]

Hater

[@marcusflack1523]

Nahhhh maybe it’s just not for you.

[@Timeandtidewatches]

The odds of this comment inspiring a future underdog are high 📈 🐟 🛋️

[@tonyl7000]

Still better than the thousands of ugly divers that have flooded the market.

[@siraulokarin]

​@@Timeandtidewatches😂 wouldn't be surprised if you guys made a prototype.

[@mattsa]

I visited T&T in Melbourne a few weeks ago and what a great atmosphere! A safe place for a watch nerd, er, enthusiast 🥸 And I walked out with a watermelon 🍉 🖤

[@Timeandtidewatches]

🤤