Rule Britannia: Studio Underd0g presents “Strawberries & Cream”

Press release

August 2022

What started as a joke in the comments section of an Instagram post soon led to the first prototype of a new colourway inspired by well-known watch and tennis journalist Miguel Seabra’s vision of a perfect day, spent soaking up the British summertime sunshine while watching a thrilling game of tennis and enjoying a healthy portion of strawberries and cream!

Rule Britannia: Studio Underd0g presents “Strawberries & Cream”

Press release

August 2022

Rule Britannia: Studio Underd0g presents “Strawberries & Cream”

ell-known watch and tennis journalist Miguel Seabra was an early advocate for Studio Underd0g and continues to be an engaged member of the Underd0g community. What started as a joke in the comments section of an Instagram post soon led to the first prototype of a new colourway inspired by Miguel’s vision of a perfect day, spent soaking up the British summertime sunshine while watching a thrilling game of tennis and enjoying a healthy portion of strawberries and cream!

Studio Underd0g used current-day machining techniques to emulate a mid-century vintage silhouette, while integrating a refreshingly modern dial. The varied size of the sub-dials is offset by the branding and movement details, which allows the chronograph seconds hand to pass through uninterrupted. Idiosyncratic, yet balanced.

Miguel Seabra is a self-confessed strapoholic, so it only felt right that the Strawberries & Cream came paired with two strap options (both included); a beige Epsom Calfskin and a tapered Milanese mesh.

As for the model’s mechanical hand-winding ST-1901 movement, it has a rich history: starting life as a Swiss Venus Cal.175 before the tooling and technical drawings were sold to the Chinese Airforce in the early 1960s... To ensure all watches are running well within the expected tolerances, each watch is inspected in the UK prior to shipping. The process includes demagnetisation, accuracy & rate review (3 positions) and regulation wherever necessary. A report card is included with every watch.

British brands are enjoying a strong comeback in the horological space, and the brand wants to play its part in helping this sector grow this year. As of 2022, not only are Studio Underd0g watches assembled in Great Britain, but the brand has also partnered with two British Independent businesses.

On one side, Studio Underd0g collaborated with David Richards, AKA The Strap Tailor, to offer a beautifully supple handmade Epsom Calfskin strap as part of this new introduction. This luxurious strap is made with a unique multi step tanning process that takes almost a month to complete. The lining is Haas Zermatt, which is comfortable on the wrist and resistant to sweat and moisture.

The brand has also partnered with Horologium who will carry out a full independent QC inspection on all watches before they’re shipped out from the UK.