Studio Underd0g 02SERIES Review: The Microbrand That Broke the Internet
The Studio Underd0g 02SERIES is the second drop from the London-based microbrand that has taken the watch-collecting world by storm. Founded by Richard Benc, the brand exploded onto the scene with its debut 01SERIES, a playful take on the classic chronograph that sold out in minutes. The 02SERIES refines the formula with even bolder dial colors, improved case finishing, and a movement that punches well above its price point. For the trust-fund-baby collector, this is the ultimate entry-level flex: a watch that screams 'I know what's cool' without screaming 'I spent my allowance on a Rolex.' But is it a hold or a flip? Let's dive into the data.
Brand History
Studio Underd0g was founded in 2020 by Richard Benc, a watch enthusiast with a background in graphic design. The brand's ethos is simple: create affordable, fun, and colorful chronographs that stand out in a sea of monotony. The 01SERIES launched in 2021 and sold out within hours, creating a frenzy that has only grown with each subsequent release. The 02SERIES, released in 2022, refined the case design and introduced even more audacious dial colors, cementing the brand's reputation as the king of microbrand hype.
Movement
At the heart of the 02SERIES is the Seagull ST1901, a manual-wind column-wheel chronograph movement. Derived from the Venus 175, this movement is a favorite among microbrands for its reliability and vintage charm. It features a swan-neck regulator, blued screws, and a 40-hour power reserve. While not in-house, it's a proven workhorse that can be serviced by any competent watchmaker. The movement is visible through a sapphire caseback, showcasing the column wheel and perlage finishing. Accuracy is acceptable, typically running within +10 to +20 seconds per day.
Specifications
- Case: 38.5mm stainless steel
- Thickness: 13.5mm
- Lug-to-lug: 46mm
- Crystal: Domed sapphire
- Water resistance: 50m
- Lume: Super-LumiNova
- Strap: Leather with pin buckle
Wrist Feel
The 02SERIES wears surprisingly compact for a chronograph. The 38.5mm case and 46mm lug-to-lug sit perfectly on a 6.5-inch wrist, though the 13.5mm thickness is noticeable under a cuff. The domed sapphire crystal adds visual depth, and the leather strap is supple out of the box. Weight is moderate – not too heavy, not too light – and the manual-wind action is smooth with a satisfying click. For daily wear, it's comfortable, but the lack of water resistance (50m) means you'll want to avoid swimming. The crown and pushers are easy to operate, though the pushers are a bit stiff on early examples.
Accuracy
In real-world testing, the ST1901 movement typically runs within +10 to +20 seconds per day. With careful regulation, some examples achieve +5 to +10 seconds. It's not COSC-certified, but for a $500 chronograph, the accuracy is acceptable. Expect to wind it every morning – the 40-hour power reserve is adequate for a daily wearer, but if you rotate watches, you'll need to reset the time frequently.
Occasions
The 02SERIES is versatile enough for daily wear, dressier occasions (if you choose a subdued dial like Cappuccin0), and even light sport. The 50m water resistance means it's not a dive watch, but it can handle splashes. The bold dials make it a conversation starter at parties or brunch.
Wrist Presence
4/5 – The dial is the star. The bold colors and playful design ensure it gets noticed, but the 38.5mm case keeps it from being overwhelming. It's a statement piece without being a dinner plate.
Reference Variants
The 02SERIES comes in several dial colors, each with its own personality. The Watermel0n (green with red subdials) is the most iconic and commands a premium on the secondary market. The P0pc0rn (yellow with white subdials) is bright and cheerful. The Peas (all green) is a sleeper hit. The Cappuccin0 (brown with cream subdials) is more subdued. The Strawberries & Cream (pink with white subdials) was a limited run and is highly collectible.
Family References
The 01SERIES is the predecessor, with similar design but different dial colors. The 03SERIES and 04SERIES are later releases that continue the brand's playful aesthetic.
Other Notable Models by Studio Underd0g
The Go0fy Panda is a recent release that features a panda dial with a twist. The brand also offers a range of straps and accessories.
Similar Watches
If you like the 02SERIES, consider the Dan Henry 1964 Gran Turismo (meca-quartz, lower price), the Lorier Gemini (same movement, more subdued design), or the Seagull 1963 (the original Chinese chronograph).
Homages
The Seagull 1963 is the closest homage, sharing the same movement and column-wheel architecture, but lacking the playful dial and finishing of the Studio Underd0g. It's available for around $250.
Investment Value
The 02SERIES has an MSRP of $550, but secondary market prices range from $600 to $900 depending on the dial. The trend is appreciating, driven by limited drops and hype. Our recommendation: hold if you have a rare dial like Strawberries & Cream; flip the common ones after the hype cycle peaks. The market is still young, but the brand's track record suggests continued demand.
Service Interval
Service every 5 years, costing around $300. Any competent watchmaker can service the ST1901 movement, as parts are readily available.
Price Range
$550-$900. For a trust-fund-baby, it's a no-brainer entry into the microbrand hype game. Buy at MSRP, wear for a season, then flip for a profit. The risk is low, the upside is a conversation starter at brunch.
Pros and Cons
Pros: Unique, Instagram-worthy dials; column-wheel chronograph at an accessible price; strong resale value on limited editions; comfortable vintage-inspired case size.
Cons: Thick case (13.5mm) may not fit under dress shirts; 50m water resistance limits versatility; movement accuracy is average; strap quality is decent but not premium.
Final Verdict
The Studio Underd0g 02SERIES is a masterclass in microbrand marketing: limited drops, bold designs, and a movement that punches above its weight. For the trust-fund-baby collector, it's a low-risk entry into the hype cycle – buy at MSRP, enjoy the wrist time, and flip when the next drop creates FOMO. It's not a grail, but it's a hell of a lot more fun than a Submariner.
