Richard Benc of Studio Underd0g on Turning a Passion Project Into a Global Watch Brand

About this episode

Richard Benc discusses the evolution of Studio Underd0g from a passion project to a global watch brand.

On this episode of Superlative, our host and aBlogtoWatch founder Ariel Adams is joined by Richard Benc, founder of Studio Underd0g, to discuss the evolution of one of the most recognizable modern microbrands. Richard explains how the brand grew from a small proof of concept release into producing thousands of watches per year, and why focusing on long term decision making has been critical to building a sustainable business in a crowded watch market. The conversation explores how Studio Underd0g scaled production, built supplier relationships, and eventually acquired its UK assembly partner Horologium in order to maintain quality control and strengthen the brand’s manufacturing capabilities. While Ariel and Richard dive into the creative philosophy behind Studio Underd0g’s playful and colorful designs, Richard also shares how the brand intentionally creates watches inspired by positive associations such as food, fruit, and everyday experiences that people connect with emotionally. They also discuss the brand’s distinctive drop model sales strategy, the role of collaborations in building credibility, and the broader challenges facing microbrands as they try to grow beyond the…

People in this episode

Host: Ariel Adams

Guest: Richard Benc

Topics covered

• microbrands
• watch industry
• sustainable business
• creative philosophy
• production scaling
• collaborations

Keywords

• Studio Underd0g
• Richard Benc
• watch brand
• microbrands
• sustainable business
• creative design
• production scaling

Mentioned in this episode

Organizations: Studio Underd0g, Horologium

Places: UK

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