MGB Watches generated image of Studio Underd0g chronograph watches in watermelon and avocado designs on a wooden background

From Watermel0n to Av0cado: How Studio Underd0g Outsmarted Watch Copycats

Studio Underd0g Article

When British microbrand Studio Underd0g first launched its quirky and colourful Watermel0n Chronograph, it became an instant cult favourite among watch enthusiasts. But when Chinese manufacturers began selling near-identical designs — one even dubbed the Avocado watch — Studio Underd0g didn’t threaten legal action. Instead, they did something far more clever.

They made their own Av0cado Chronograph. And they made it better.

The Original Hit: Studio Underd0g’s Watermel0n

Studio Underd0g burst onto the horological scene with bold, food-themed chronographs like Mint Ch0c Chip, Desert Sky, and their standout Watermel0n.

With its juicy pink and green dial, the Watermel0n captured the spirit of playful design without compromising quality. Each piece was powered by a Seagull ST-1901 hand-wound movement, encased in 38.5mm stainless steel, and assembled with meticulous care in Great Britain.

Collectors loved it. Instagram loved it. And so did the imitators.

The Copycats: When “Avocado” Turned Sour

Soon after the Watermel0n’s success, a string of unlicensed clones appeared online. One Chinese brand released a watch suspiciously similar in layout, colour scheme, and case design — branding it the Avocado chronograph.

To many, it was a blatant knock-off of Studio Underd0g’s work.

Rather than file lawsuits or lash out on social media, founder Richard Benc chose an unconventional route: beat the copycats at their own game.

The Uno Reverse: Av0cado and Guacam0le Debut

In May 2025, Studio Underd0g announced a bold release: two new limited-edition watches — Av0cado and Guacam0le — inspired by the plagiarised designs, but executed with superior creativity, craftsmanship, and wit.

“They cloned our Watermel0n and called it Avocado,” Benc said. “So we made a real Av0cado watch — and then a Guacam0le for good measure.”

Key Specs:

  • Case: 38.5mm stainless steel, 12.9mm thickness
  • Movement: Seagull ST-1901B (manual-wind chronograph)
  • Dial: Multi-shade green palettes, brown subdial “pit”
  • Assembly: Designed and hand-assembled in the UK
  • Availability: Limited 9-hour window on 8 May 2025
  • Retail Price: ~£550 / €600 / US$675

The designs stayed true to Studio Underd0g’s ethos: whimsical, original, and proudly independent. Over 5,600 units sold out in a single day.

A Viral Moment in Watchmaking

Social media exploded. The brand’s playful retaliation was hailed as one of the smartest marketing moves in the microbrand world. Reddit threads, Instagram reels, and watch blogs like Fratello, Time+Tide, and Worn & Wound praised the collection.

Even more impressive? Studio Underd0g used the entire situation to reinforce their values — not just defend them.

“We don’t take ourselves too seriously,” the brand wrote in a launch email, “but we take originality seriously.”

The Bottom Line

In a watch world flooded with homages and replicas, Studio Underd0g proved that authenticity and creativity can’t be cloned. The Av0cado and Guacam0le weren’t just fun food-themed watches — they were a bold message:

“If you copy us, we’ll copy you back — and we’ll do it better.”

Want to See the Av0cado in Action?

Follow @StudioUnderd0g on Instagram or visit underd0g.com for future drops. And if you missed this one — don’t worry. The next fruit fight may already be in the works.

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