Its watermelon watch was such as big hit that British watchmaker Studio Underd0g has gone back to his fruit basket for inspiration and come up with a strawberry-inspired style.
Around half of all Studio Underd0g watches are sold in the United States and the business will hope for another hit with a watch designed with the help of Miguel Seabra, writer about watches and tennis.
Perhaps the sky high prices of strawberries and cream at Wimbledon provided inspiration.
Mr Miguel says the watch shares his vision of a perfect day spent soaking up the British summertime sunshine while watching a thrilling game of tennis and enjoying a bowl of fruit.
The watch features the Mechanical hand-winding ST-1901 Movement which has an incredibly rich history; starting life as a Swiss Venus Cal.175 before the tooling and technical drawings were sold to the Chinese Airforce in the early 1960s.
This model will be made available for pre-order from the 9th -16th of August 2022 and once the 7-day pre-order window has closed, the order page will not be re-opened, and the watch will not be produced again.
In the release, Founder, Richard Benc, said: “We’ve opted to launch in this way to improve the checkout experience as well as ensuring these watches go to enthusiasts and not flippers.”
Commenting on being a British brand at an exciting time in the space, he added: “It’s incredibly exciting to see a resurgence of British brands in the horological space, and we want to play our part in helping this sector grow this year.
“As of 2022, not only are Studio Underd0g watches assembled in Great Britain, but we’ve also partnered with two British Independent businesses.”
Studio Underd0g has collaboration with David Richards, also known as The Strap Tailor, to offer a supple handmade Epsom Calfskin strap as part of this new introduction.
It is made with a unique multi step tanning process that takes almost a month to complete. The lining is Haas Zermatt which is comfortable on the wrist and resistant to sweat and moisture.
The brand also partnered with Horologium which will carry out a full independent QC inspection on all watches before they’re shipped out from the UK. The process includes demagnetisation, accuracy / rate review (3 positions) and regulation wherever necessary.