I Built My Own Watch at the Studio Underd0g D0ghouse

Back in February we teamed up with Studio Underd0g for a very special photoshoot to grace the cover of our Best of British issue of Oracle Time. As part of that cover feature, we talked to founder Richard Benc about how far the quirky British brand has come in just five years and where they plan to go next. At the time they had only just announced the acquisition of Horologium and their intent to create a new assembly workshop and showroom called The D0ghouse in Maidenhead. As of now, the door to the kennel is finally open. Earlier this week I got myself down to The D0ghouse to take part in a special test-run of their Assembly Experience before it opens to the public and yes, I got to build my own watch.

Inside the D0ghouse

The D0ghouse is tucked away just off the main shopping district in the centre of town, making it easy to find. It’s a cool looking building with “The D0ghouse” inscription over the door the only indication about what might be inside. Though any expectations you might have had are quickly blown away when you step through the door.

The interior is an intriguing mixture of Willy Wonka meets Wes Anderson with a luxury twist. It’s all tied nicely together by the artwork of Lee Yuen-Rapati (One Hour Watch) who produced a unique piece of art celebrating the new workshop, which you may have seen on Studio Underd0g’s adverts in Oracle Time or at Hands On Horology recently. On our tour we discovered details like hidden doors, Connect Four played with watch dials, and Easter eggs everywhere you look.

What the Assembly Experience is actually like

While it’s fun to see the entire Studio Underd0g collection all in one place in the new showroom, the main activity of the day was taking part in the Assembly Experience. All of Studio Underd0g’s assembly is now done on site by their watchmakers, following the acquisition of Horologium, aiming to produce more than 14,000 watches per year. Heading into the workshop we were guided through the assembly process by one of their experts.

Building my own 01SERIES Guava

I tried my hand at attaching the movement to the case, shortening and fixing the crown stem in place, placing the hands (this was very tricky, especially on the subdials) and attaching the domed sapphire and caseback. On that caseback there’s a nice little easter egg, which reads “Assembled By Me”. This is also the only way you’ll be able to get hands-on with The D0ghouse exclusive 01SERIES Guava colourway, which is the model I assembled (you can choose any other 01SERIES if you prefer).

How to book and how much it costs

The Assembly Experience is open to the public – though you do need to book in advance – and costs £700 per person, which includes taking your finished watch home at the end of the day.

The showroom is also by-appointment only and you can start booking from today with the first sessions taking place on the 25th. The showroom sessions last 45 minutes and are available on Thursdays, Fridays and Saturdays from 9am. The Assembly Experience runs on Thursdays and Fridays, with sessions lasting 3 hours with a maximum of four people at a time. You can book both the Assembly Experience and the free showroom appointments through Studio Underd0g’s website.

Verdict

I have in my time attended a lot of workshops and factory visits. But never in the UK and never with such a sense of fun and wonder. In just five years Studio Underd0g has risen to become a shining star of British horology, I’m excited to see what they can achieve in another five.

FAQs

How much does the Studio Underd0g Assembly Experience cost?

The Assembly Experience costs £700 per person, which includes the 01SERIES watch you build and take home.

Where is the Studio Underd0g D0ghouse?

The D0ghouse is in Maidenhead, UK, just off the main shopping district in the centre of town. It is Studio Underd0g’s in-house assembly workshop and showroom.