Something’s coming… 👀

Hi Richard.

Just a quick thank you to you for your fresh, alternative take on watchmaking. I love that there are young people out there with a vision & the drive to create their own watches & to establish a marketshare for their products in a highly competitive marketplace.

I wish you continued success in what you're doing & I hope your new launch gets your business to the next level. I'm sure you're well aware that you need to be operating off a higher profit margin than you are currently, so I fully expect your next watch to be priced at a higher level than your current models.

Can you give us an idea of where the new watch sits in terms of price?

Thanks a lot for your kind words and support!

My focus continues to revolve around a Direct-to-Consumer model which allows me to price my collections quite competitively. This new introduction will be at a slightly elevated price point compared to the Chronograph series, but that’s not because I’m looking to increase my profit margin. Instead, I’ve opted to work with some more expensive suppliers (the movement is a good example 🤐) as well as exploring more costly materials!

I’m curious the closed caseback and 100m of water resistance. Someone commented that it looks like you’re making a diver style watch because of the jellyfish symbol. I know that you won’t want to answer that right now, but as a fan of divers I really like that idea.

Well spotted on the Water Resistance! The jellyfish certainly links to certain components as well as the style of this collection… 🤐

Before I got my Goofy Panda I had a requirement of 100m wr on my watches. So that’s one of the things I still pay attention to even if I’m more okay with breaking that rule.

Richard, thank you for your prompt reply.

Please don't feel the need to justify what you are charging. In this environment, everyone knows that what you have brought to the market, has been extremely good value for its quality. I doubt anyone begrudges profit, it's when it's perceived as greed that people revolt.

When I hear of how successful your pre-order windows are I'm delighted for you but there's part of me that says "that lad won't see the light of day for the next 6 months". I'm beginning to think that much like the Shoemaker, you are leaving the watch components out at night for resident Elves to complete assembly for you 😀

Good luck with the launch.

Irukandji perhaps 🤔

Will it be at WindUp? 😁

Yes! We’ve actively chosen to launch online just before WindUp to give people the chance to get hands on in NYC over the weekend 👌🏼

Good luck with the upcoming release I’m excited to see this new watch I tried on a chrono at James porter and sons while on holiday in Scotland a few months back and instantly regretted not placing an order.

My fiancé seems to agree with you 😅

Ooh, an SW210? So manual wind, no date, just like the Chrono. Now i'm intrigued!

Fingers X the delivery won't be too long after release. I don't like waiting 😔

You’ll be happy to know that our target is to fulfil the first 500 watches pre-Christmas. (Yes, that’s this year, not 2024 😅).

Cool back.

Very excited for the reveal. My mint chip consistently pulls more heads at meet ups vs. some other heavy hitters.

Mass Effect fans be like : hmm jellyfish!

Anytime, awesome design

I promised my gf that the go0fy panda was my last watch (for this year at least)… so if anyone has any ideas excuses I can use to get this too that would be appreciated!

Jelly fish are semi-transparent. 🤔

Indeed they are! 👀

I’m telling you guys, bioluminescent lume, transparent dial

Will that caseback sold seperately?🤪

So Studio Underdog is making a jellyfish themed watch a full lume face. Neat!

If you are at the stage where your girlfriend has only a rough idea of the number of watches in your collection, I would suggest you opt for the "traded in my XXXXXXX for this" excuse.

If that doesn't wash & she accuses you of being untruthful, go full Homer Simpson mode & hit her with;

Feels like a full lume field watch with 100m and a manual wound lume dail 🤔

I am already excited and cant wait until the 17th