Mario Canonizado 
With homages and fakes running rampant in the watch industry, Britain’s Studio Underd0g is the latest to go toe-to-toe with a cheap copycat. Imitation is the sincerest form of flattery, however — and with this in mind, the brand has pulled the funniest move in horological history.
The debate around fakes and homages has long divided the watch world. Fakes are easy to define — counterfeit pieces made to deceive. Homages, however, occupy a murkier space, where near-identical designs are copied without logos, allowing brands to sidestep accusations of forgery. This loophole has let many replicate iconic designs under the guise of innocent tribute.
While I’m indifferent to how this affects major watch conglomerates, it’s disheartening to see smaller, independent brands suffer. Unlike the industry giants, these passion-driven watchmakers are vulnerable, and mass-produced homages can easily undercut their hard-earned efforts.
In the case of celebrated microbrand Studio Underd0g, it’s easy to understand why they might be furious about their designs being replicated. But founder Richard Benc — who launched the brand with a spirit of fun and irreverence — saw things differently. Rather than take Chinese brand Proxima to court, he chose a path few would expect: he copied them back.
And so, we arrive at the two latest limited-edition offerings from Studio Underd0g: the 01SERIES Av0cado and Guacam0le. After spotting Proxima’s Avocado watch, Richard Benc took to Instagram to gauge interest in parodying the design. In a rare show of unity, the internet watch community enthusiastically backed the idea. Both designs were put to a public vote to determine which would go into production — but after nearly two weeks, the results were still split 50/50. So, in classic Studio Underd0g fashion, Richard shrugged and decided to make both.
The launch — set for May 8 — was announced in a video featuring Richard not just as himself, but hilariously motion-captured and impersonating well-known content creators Teddy Baldassarre, Adrian Barker, Britt Pearce, and Andrew Morgan. The latter, notably, was not thrilled by Richard’s impersonation… or apparent office invasion.
Measuring a modest 38.5mm wide, 44.5mm long, and 12.9mm thick, the 01SERIES Av0cado and Guacam0le are faithful recreations of the Proxima watch — but injected with the signature Studio Underd0g flair that the originals (or unoriginals?) sorely lacked. Starting with the Av0cado, the more outrageous of the two, the watch features a textured yellow-green and white dégradé dial, complete with a vivid green sunken tachymeter ring that mimics the flesh of its namesake fruit. (Yes, the avocado is technically a fruit — specifically, a berry.) The tricolored chronograph subdial adds to the theme with three shades of orange-brown, forming a visual off-center ‘pit’ at the heart of the dial.
On the other hand, the 01SERIES Guacam0le offers a more original twist on the copycat’s concept. A subtler design overall, the Guacam0le leans into various shades of green, with the tricoloured chronograph register standing out as the most prominent feature — its darkest tone perfectly echoing the green found on the sunken tachymeter. This design is clearly a nod to the beloved party dip, which Richard envisioned as a distinctly Studio Underd0g alternative to Proxima’s interpretation.
Related Reading: Hands-On With The Studio Underd0g Mint Ch0c Chip
It’s worth noting that these new 01SERIES watches mark the third generation of the collection — and they differ significantly from the Mint Ch0c Chip version I reviewed some time ago. Most notably, the Gen 3’s 12.9mm thickness shaves off 0.7mm compared to mine, which likely enhances the overall wearing experience. Another subtle but welcome change is the updated dial text: gone is the usual ‘Mechanical / Hand-Winding,‘ replaced with a more confident ‘Assembled in Great Britain.’
But perhaps my favourite update — and the one that previously caused me the most frustration — is the larger, grippier crown, which dramatically improves usability. While these tweaks might seem minor for larger watchmakers, they speak volumes for a small brand like Studio Underd0g. It shows a real commitment to refining the little things.
Of course, as a microbrand, Studio Underd0g doesn’t have access to the extreme levels of micro-engineering available to industry giants. However, the Seagull movement inside the Gen 3 01SERIES is by far the best this line has ever showcased. Based on vintage Swiss Venus movements, the manually wound ST-1901 is a well-known, cost-effective chronograph calibre in the watch world, beating at 3Hz (21,600VpH) with a 50-hour power reserve.
But for the Gen 3, Studio Underd0g has gone a step further, using a bespoke version — the ST-1901B — made specifically for them. This updated calibre features a black baseplate, a refined swan-neck regulator, and an enlarged sapphire case back, offering a more satisfying view of the movement within.
My Thoughts
When it comes to new watch releases, perhaps the most egregious form of so-called ‘innovation’ is a simple colour change. I can’t count how many times I’ve rolled my eyes at a brand claiming to have ‘revolutionised’ the industry by slapping a new dial colour on an existing model. Surely, we’ve run out of colours by now?
The only time I’ll give a pass to a colour update is when it’s paired with a genuinely compelling story — and right now, nobody tells a better story than Studio Underd0g. Their mix of playful irreverence and rare transparency has made them a standout not just in the microbrand space, but in the wider watch world.
The 01SERIES Av0cado and Guacam0le may seem like simple palette swaps, but they carry with them a message about resilience, originality, and how a small brand can fight back creatively, and not just legally. For £550, and a 9-hour purchase window, you’re not just buying the watch — you’re buying into a story that could inspire the next wave of independent watchmakers.
References: 01AFB (Av0cado) / 01GUFG (Guacam0le)
Specifications:
- Dimensions: 38.5mm diameter, 12.9mm thickness, 44.5mm lug-to-lug
- Case Material: Stainless steel
- Dial: Yellow-green and white dégradé with brown accents / Green dégradé with black accents
- Movement: Manual Seagull ST1901-B (Base Venus Cal. 175) chronograph
- Power Reserve: 50h (chronograph off) / 45h (chronograph on)
- Water Resistance: 50m (5bar)
- Strap: Black or green leather strap with steel pin buckle
