rom now on, every Studio Underd0g watch will be assembled entirely in-house in Great Britain. Previously handled by a long-standing partner, assembly became an internal capability following the acquisition of that workshop in December 2025, now renamed Underd0g Manufacture. As the brand surpassed an annual production of 14,000 watches, bringing assembly in-house became a strategic step for quality control and future growth.

Rather than taking shortcuts, Studio Underd0g has focused on building expertise internally. Supported by investment in 2024, the brand has trained new watchmakers, many without prior experience, contributing to the development of local skills.

The assembly approach is deliberately personal: each watch is built start to finish by a single watchmaker, whose initials appear on the accompanying documentation. This method emphasises accountability and craftsmanship of the whole assembly process. With The D0ghouse, the brand opens this process to the public. Conceived as a working environment rather than a traditional showroom, it allows visitors to observe assembly, interact with the team, and even take part in the D0ghouse Assembly Experience, assembling their own watch under expert guidance.

To mark the opening, Studio Underd0g introduces the 01SERIES Guava, available exclusively on site. By bringing assembly in-house and opening its doors, Studio Underd0g strengthens its identity – combining craftsmanship, accessibility and a fresh take on British watchmaking.

www.underd0g.com