Studio Underd0g Establishes Underd0g Manufacture And Introduces The Guava Limited Edition
Studio Underd0g has announced a major milestone in its development with the creation of Underd0g Manufacture, marking the transition to fully in-house assembly of its watches in Great Britain. The move follows the acquisition of the independent workshop that had previously assembled the brand’s watches and represents a significant step in scaling production while maintaining quality control.
Founded during the lockdown period, Studio Underd0g quickly gained recognition in the microbrand segment with the launch of its 01SERIES chronographs, funded through a successful Kickstarter campaign. Since then, the brand has expanded its portfolio through limited editions and the introduction of the 02SERIES, driving annual production volumes to more than 14,000 watches. The establishment of Underd0g Manufacture formalizes this growth and consolidates assembly operations under direct brand ownership.
All Studio Underd0g watches are now assembled in-house in Great Britain, allowing tighter oversight of regulation, quality assurance, and final finishing. The brand confirms that movements are now regulated internally, aligning with its broader focus on consistency and long-term manufacturing independence.
To coincide with the opening of Underd0g Manufacture, Studio Underd0g has announced the upcoming launch of The D0ghouse, a physical location that will open to the public in May 2026. The facility will function both as a working assembly space and a visitor destination, offering access to a showroom as well as a structured Assembly Experience. Visitors will be able to observe the full assembly process and participate in selected stages under the supervision of the brand’s watchmakers.
Alongside this announcement, Studio Underd0g has unveiled a new limited edition chronograph: The Guava, based on the third-generation 01SERIES Big Eye Chronograph platform.
The Guava features a textured fumé dial in lime green, transitioning towards darker tones at the perimeter. A pink tachymeter scale frames the dial, while the oversized 30-minute chronograph counter at 3 o’clock uses layered pink hues inspired by the guava fruit. The applied hour markers are shaped to resemble guava seeds, continuing the brand’s established use of playful yet detailed visual elements.
The watch is housed in a 38.50 mm stainless steel case, consistent with the Gen 3 01SERIES design, which introduced subtle ergonomic refinements for improved wearability. It is powered by the Seagull ST-1901B manually wound chronograph movement, offering a 50-hour power reserve. The movement features a swan-neck regulator and is now regulated at Underd0g Manufacture, with stated accuracy of -10/+15 seconds per day.
Availability of the Guava is intentionally limited. The model will be sold exclusively at The D0ghouse, either through participation in the Assembly Experience or via the on-site showroom. It will not be offered through online sales or third-party retailers.
With the launch of Underd0g Manufacture, the opening of The D0ghouse, and the introduction of an exclusive 01SERIES variant, Studio Underd0g continues to expand its operational footprint while reinforcing its identity as a British-based independent watch brand focused on accessible mechanical chronographs and distinctive design.
