Rules in the watch world are clear: if you are establishing a microbrand, you keep costs low, run operations digitally, and stay away from physical stores. However, born in Brighton during the pandemic, Studio Underd0g—which dropped like a colorful bomb into the “rather boring” watch industry that takes itself too seriously—completely breaks this mold. Having amassed a huge fan base with its food-themed models like Watermel0n, Mint Ch0c Chip, and Pizza Party, and even making waves in the industry with its jaw-dropping collaboration with H. Moser & Cie., the British brand has now turned its course toward a brand-new physical experience. Defined by founder Richard Benc as “a seven-figure gamble placed on British watchmaking, our team, and everyone who has owned a Studio Underd0g to date,” the name of this new venue is: The D0ghouse.
This is not an ordinary showroom or a fancy boutique; it is actually a full-fledged assembly factory where the operational heart of the brand beats. Studio Underd0g completely acquired the British assembly workshop Horologium, in which it previously held shares, bringing it in-house to create The D0ghouse. Established in the former Christopher Ward headquarters, this facility allows watch assembly and quality control to be carried out entirely in-house by a single watchmaker for the first time in the brand’s five-year history. At a time when British watchmaking is beginning to revive, for the UK—which feels the lack of strong infrastructure like Switzerland or Japan—The D0ghouse represents not just a production facility, but a serious investment where future watchmakers will be trained.
From the outside, with its flint-clad facade giving no clue as to what lies within, only the aubergine-purple, classic British Georgian-style door catches the eye. However, stepping inside, you encounter a space straight out of Richard Benc’s imagination—a “Willy Wonka chocolate factory,” as he describes it. Unlike the massive, cold visitor centers of Swiss brands, this place gives the feeling of being invited into someone’s home. Extraordinary details such as the frosted-glass D0ghouse window, secret passages, velvet curtains, homemade mock awards, and a Connect-4 set with checkers made from the brand’s watch dials form the soul of the venue. Objects on the walls like “Where’s Wally”-style posters summarizing the brand’s history and the famous Cl0ning Machine model of 2025 seamlessly translate the brand’s playful and intimate identity into the physical world.
The D0ghouse is designed as a community space where watch enthusiasts can come, chat, and share stories, offering visitors two distinct experiences. The first is 45-minute complimentary showroom appointments offered every Thursday, Friday, and Saturday starting at 09:00. Easily bookable through the “Book an Appointment” section on the website, this tour allows you to handle and examine the entire collection, ask questions directly to the team, and witness how watches are made in the background through a hidden workshop door. It is worth noting that slots fill up quickly due to it being free of charge.
The second option is “The D0ghouse Assembly Experience,” designed for those who want to take things a step further. In this 3-hour experience available only on Thursdays and Fridays for up to 4 people at a time, you undergo a true test of watchmaking skill. Working with parts measured in fractions of a millimeter, you personally assemble the watch by placing the hour and minute hands. The best part of this experience—valued at £700—is taking home the 01SERIES watch that you assembled with your own hands, engraved with “Assembled By Me” on the case back. Considering the value-for-money balance offered and the memory created, it is very clear that this is not just a workshop, but a genuine brand experience.
If you need an extra excuse to visit this factory, the brand offers you an irresistible proposition: 01SERIES Guava. Featuring a 38.5 mm stainless steel case, a movement with a 50-hour power reserve, and now regulated at The D0ghouse to an accuracy of -10/+15 seconds per day, this special chronograph model is available neither online nor at authorized retailers. The only way to own it is to visit the showroom or participate in the assembly experience. As a small detail; the Guava is offered at launch exclusively with a Milanese mesh bracelet, with no alternative strap option available. If you wish to immerse yourself in this unique atmosphere during your trip to London, transportation is quite effortless. Reaching Maidenhead in about 25 minutes via GWR express trains departing from Paddington in central London or in 35-40 minutes via the Elizabeth Line, you can witness this colorful and extraordinary watchmaking revolution right next to the main shopping area in person.
