As the traditional route to commercial success for a watchmaker is typically a difficult mountain to climb the industry has experienced a rising number of micro-watchmakers successfully circumvent its barriers through the use of contemporary systems such as Kickstarter. A shining example of that is Studio Underd0g. Founded in 2021, this UK-based watchmaker has built its brand on fun and visually unique chronographs that take rather unique sources of inspiration and use them to imbue the watchmaking industry with some light-hearted aesthetics, a formula that has proven to be quite successful given the brand’s rise in popularity amongst watch collectors who want watches that don’t take themselves too seriously. Offered here we have the “Smoked Salm0n” variant of the brand’s new 03SERIES chronograph that was launched in 2024 and specifically offered only to the brand’s engaged customers who had either purchased a watch before or opened an email from them over the 3 days prior to the launch. Fitted with an interesting smokey grey dial with soft salmon pink accents such as its 3 o’clock subdial and chapter ring, and no branding elements or other distracting details, the Smoked Salmon is a fun and expressive twist of the popularity of salmon dials. Powered by the manual-wind Sellita cal. SW510 M movement – a large upgrade on the brand previously used Seagull movements - the Smoked Salmon features a ruthenium anthracite-finished bridge that gives the Smoked Salmon’s movement, which is on display behind an exhibition caseback, the same aesthetic as its fun and unique dial.

Watch is in overall near-mint condition. The steel case and display case back show light signs of wear. The dial and hands are like new. It is fitted with a taupe leather strap with a Studio Underd0g steel buckle in near-mint condition. The watch comes complete with inner and outer boxes, booklet, certificate, and an unused Studio Underd0g steel beads-of-rice bracelet.

Built on a fun and expressive platform that purposefully doesn't take itself too seriously, Studio Underd0g has made a name for itself across the industry as a watchmaker who is happy to combine horology with unapologetically playful elements that create unique and wonderful watches that give collectors respite from the industry's typical seriousness.