Studio Underd0g pulls an Uno reverse on plagiarists by homaging its own homages
Jamie Weiss- Studio Underd0g playfully responds to brands plagiarising its designs by releasing two new Series1 colourways inspired by knock-offs of their watches.
- The Av0cado is a homage to a homage watch, while the Guacam0le is more of a “mashup”.
- Both models will be exclusively available during a 9-hour order window on May 8th, 2025.
At what point does a ‘homage watch’ cross the line into straight-up fakery? Is imitation the most sincere form of flattery? It’s a very blurred line, and an issue that the watch industry has been grappling with for decades. But when Studio Underd0g founder Richard Benc found watches on online marketplaces that were spoofing his super-popular 01Series chronograph, he didn’t lawyer up or get salty about it… He’s instead responded in a characteristically playful way, homaging his own homages with two new colourways after responding to fan feedback. He even teased the watch with a cheeky video where he AI deepfaked himself as popular watch community content creators… Genius.
First, we have the Av0cado, which features a colour combination that Studio Underd0g had never offered up until this point, but that a homage watch decided to sport. We have to give this one to the fakers – it’s a delightful colour combo, and we’re glad SU have now made it official. It combines a radiant yellow base with a green tachymeter ring and a burnt orange chronograph minutes subdial for a very breakfasty look. I think brekky must be Richard’s favourite meal of the day – he’s already done some eggy chronos…
The second model in this ‘Homage Series’ is the Guacam0le, which is a “mashup” (very punny) that iterates on the Avocad0, boasting a more verdant green base with darker green contrasting elements. A homage of a homage of a homage… It makes my head spin. Otherwise, these two models are functionally identical to other colourways of the third-generation 01Series chronograph, both benefitting from a slimmer case profile and exclusive Seagull manual-winding chronograph movement. Ironically, some of these knock-offs use the same Seagull base movement as the SU, making the exclusive version an indicator of genuine status.
“Even the big players in the Swiss watch world get copied, and despite their deep pockets, their efforts to shut down copycats often fall flat,” Richard explains. “It made me wonder if there was a more creative way to respond… The Av0cado and Guacam0le are proof that even a slightly sour situation can lead to something unexpectedly good.”
Studio Underd0g 01Series Av0cado and Guacam0le pricing and availability
The Studio Underd0g Av0cado and Guacam0le will be exclusively available on May 8th for only 9 hours between 3 pm and 12 am BST via underd0g.com. Once that window closes, they will be instantly discontinued. Studio Underd0g advises that the first 800 orders will be delivered in May 2025, with any further orders to be delivered from April. Price: £550/€600/US$675/A$1,150
| Brand | Studio Underd0g |
| Model | 01Series Homage Series |
| Reference | 01AVB (Av0cado) 01GUFG (Guacam0le) |
| Case Dimensions | 38.5mm (D) x 12.9mm (T) x 44.5mm (LTL) |
| Case Material | Stainless steel |
| Water Resistance | 50 metres |
| Crystal(s) | Sapphire front and back |
| Dial | Green 2-layer dial with a satin sandblast base and coarse dégradé top |
| Lug Width | 20mm |
| Strap | Italian Epsom leather strap, steel pin buckle |
| Movement | Seagull ST-1901B, manual winding |
| Power Reserve | 50 hours (chronograph off) 45 hours (chronograph on) |
| Functions | Hours, minutes, small seconds, chronograph |
| Availability | Limited release window on May 8th, 2025 |
| Price | £550 €600 US$675 A$1,150 |