Studio Underd0g, Britain’s cheekiest watch brand, has returned with their latest horological prank – and this time, they’re the ones doing the copying.
After spotting shameless imitators attempting to cash in on their success, Studio Underd0g decided to flip the script with two deliciously ironic timepieces: the Av0cado and Guacam0le chronographs.
When you’re successful enough to be copied, you know you’ve made it. After Studio Underd0g’s colorful chronographs gained popularity, cheap knockoffs quickly flooded the market.
The Irony of Imitation
One particular imitator, Proxima, attempted an avocado-themed watch that failed to capture Underd0g’s signature charm. In a brilliant twist, founder Rich Benc decided to “borrow” this concept and show them how it’s properly done.
The resulting Av0cado watch features a yellow fumé dial, bright green chapter ring with avocado markers, and a segmented reddish-brown subdial cleverly representing the pit. Its companion, the Guacam0le, offers a more monochromatic approach with various shades of green creating a sleek yet playful aesthetic.
Both models maintain Studio Underd0g’s accessible luxury ethos while upgrading their internals. Each houses a bespoke Seagull manual-wind movement, meticulously checked by British chronometrists at Horologium. The 38.5mm stainless steel case strikes an ideal balance – substantial enough to notice but comfortable for everyday wear at just 12.9mm thick.
Technical Specifications with British Character
True to their British roots, the watches come equipped with artisanal leather straps from The Strap Tailor – black grained leather for the Av0cado and dark green for the Guacam0le. Water-resistant to 50 meters and featuring a 50-hour power reserve, these pieces offer genuine functionality beneath their playful exteriors.
What truly separates Studio Underd0g from their imitators isn’t just design flair, but their infectious sense of humor. By transforming what could have been a legal headache into an opportunity for creativity, they’ve created two compelling timepieces that tell a story while telling time. At £550 each, the Av0cado and Guacam0le prove that watchmaking doesn’t need to take itself too seriously to be seriously good.
Both watches exemplify Studio Underd0g’s philosophy: horological excellence delivered with a wink and a smile – and now, a side of avocado toast.
