very canine needs a kennel to call home, and for Studio Underd0g, that’s now The D0ghouse. After five years of doing the last thing the watch industry ever expected, they’ve done it again, bringing assembly fully in-house, in the heart of Great Britain no less. Based in Maidenhead, The D0ghouse is a fully fledged watchmaking workshop where Studio Underd0g watches will be assembled from now on. But there’s even more good news yet.

Not only does this mean increased production capability to bring supply ever closer to fulfilling demand, there’s also a D0ghouse exclusive watch, the Guava, which is available to guests of The D0ghouse.

"We’ve spent five years making decisions that didn’t always look particularly sensible on paper. The D0ghouse is the biggest one yet. This is a seven-figure bet on British watchmaking, on our team, and on every person who has ever adopted a Studio Underd0g. Knowing that every watch we send out into the world was assembled right here, by our people. That feels pretty good." - Richard Benc, Founder

Investing in the capability to assemble watches internally is not for the faint of heart. That’s why so few do it. Least of all in the UK. For a watch company in its fifth year of operation, it’s downright unlikely. But that’s the Studio Underd0g way.

Building The D0ghouse took investment. A lot of it. Over seven figures. It’s a commitment not just to the next five years and beyond of Studio Underd0g, but for the British watch industry as a whole. The D0ghouse will not only be assembling Studio Underd0g watches, it will also become a home for the British watchmaking talent of the future.

It’s a journey to independence that’s taken years, starting with the purchase of an initial stake in UK-based assembly operation Horologium. This is now entirely owned by Studio Underd0g and has become The D0ghouse. With annual production figures exceeding 14,000 watches, bringing the assembly process in-house became mandatory.

The D0ghouse is more than simply a place of work for the Studio Underd0g watchmakers, it’s an experience for guests as well. There’s a dedicated showroom with hands-on access to the full collection of Studio Underd0g watches to enjoy and explore. Rumour has it a few rounds of Connect Four (with a Studio Underd0g twist, naturally) might be on the cards as well, although no one’s allowed to beat Studio Underd0g founder Richard Benc.

The by-appointment showroom isn’t just your everyday shop experience, of course. This is Studio Underd0g we’re talking about. Guests can explore behind the scenes at The D0ghouse without attending the full assembly experience thanks to a secret door hidden in the showroom. Bookings for the Showroom appointments open on June 18th, with 45-minute sessions running every Thursday, Friday and Saturday from June 25th from 9am. Showroom appointments are bookable at no cost.

Fulfilling demand has always been the biggest challenge at Studio Underd0g, and with The D0ghouse fully operational, it means the core collection can now be enjoyed by anyone, at any time, in pretty much any place. It’s now possible to add a Studio Underd0g watch to your basket and have it delivered within a few days.

It’s thanks to the investment in capability that this has become viable. The D0ghouse operates with a suite of full-time watchmakers who diligently assemble and quality control every Studio Underd0g watch. Each one is assembled from start to finish by a single watchmaker, who ensures the highest standard for anyone adopting a Studio Underd0g.

As demand for Studio Underd0g continues to rise, so does the capability of The D0ghouse. The space can accommodate scale and growth to meet that demand. The challenge, however, is finding talent. Now it makes sense why The D0ghouse isn’t simply a home for skilled watchmakers, but a place to train budding ones as well.

As you can imagine, The D0ghouse isn’t just a necessary project for Studio Underd0g, but also a point of pride. Assembling watches in Great Britain brings an opportunity for agility and experimentation much closer to home. It’s also a chance for Studio Underd0g fans to get hands-on.

The D0ghouse assembly experience lets the watch-curious get their paws on an as-yet unassembled watch, to be guided by a professional watchmaker in assembling the watch themselves. Don’t worry, that professional watchmaker will put right any moments that might not have gone entirely to plan! The completed watch is included as part of the assembly experience, commemorated with the case back engraving, “Assembled By Me”.

Bookings for the Assembly Experience, open on June 18th, with 3-hour sessions running every Thursday and Friday from June 25th, accommodating up to four guests per session. Assembly Experience appointments are priced at £700 with an 01Series watch included within this price.

A delicious addition to make all this even sweeter is a brand new edition, The D0ghouse exclusive 01Series Guava. Guests of the showroom or the assembly experience will have the opportunity to select this fresh take on a Studio Underd0g classic. Participate in the assembly experience and you can build your Guava yourself.