Studio Underdog - British Watchmakers’ Day

By far the most in demand brand at the show. There were queues around the street corner to get a pizza party Series 1!

All Series 1 and 2 watches were available to try on. Another special edition was a subtly changed Series 2 field watch with a slightly different white dial and orange lume on the hands. Limited to 25 pieces, though it didn’t seem to attract the same attention that the pizza watches did.

Founder, Richard Benc was there alongside Time+Tide’s Andrew McUtcheon on the day. Both were happy to sign coasters, take orders for watches and give out access codes for pizza watches online….once the 500 they brought that day sold out!

The little white card I’ve obscured contains a QR code and password. These are only available if you meet either Richard or Andrew in person. If you manage to get one of the cards (they’ll both be at plenty of events this year!) then you can purchase a pizza party watch. I’ve seen some for £1400 on eBay already, nearly three times the £550 asking price.

Andrew has been taking photos with everyone that bought one of the watches. He had his own pepperoni model on. Studio Underdog watches featured quite heavily at the Watch Collectors’ Club afterparty too.

Cofounder Ed brought his very special Aubergine model, a limited run of only 50 pieces with Fratello, raising money for a testicular cancer charity.

We also had a desert sky there on another member’s wrist. On the wrist of cofounder Hamish (one of them anyway!) was his brand new Series 2.

(Spot the bonus Bel Canto from Christopher Ward!)

Studio Underdog was very much the star of the show at British Watchmakers’ Day. It’s still such a new brand, on only the second model in their collection so far. The event could have been sold out twice over. It sold out completely with a month still left to go! I received an email asking if the venue could buy back my ticket if I wasn’t able to go, such was the demand for more tickets. On the day it was obvious that a large part of that demand was due to Studio Underdog, especially to get a piece of that pizza!