At this year’s Windup Watch Fair in Chicago (July 11–13, 2025), WatchDNA had the pleasure of sitting down with one of the most talked-about watch brands in recent years — Studio Underd0g. Representing the brand was Ida Santoriello. Our full interview — which you’ll find in the video below — dives into the playful yet purpose-driven identity of Studio Underd0g. We talked about their unique take on storytelling through design.
Pink Lemonade and Salmon
While Studio Underd0g is known for its limited-run colorways and thematic dials, two models stood out at this year’s show.
Studio Underd0g 02Series – “Pink Lem0nade”
This field watch features a pink-to-yellow luminous gradient. This timepiece has a 37mm case diameter with a Swiss Sellita SW210-1 movement.The base dial features seven layers of custom-made Super Luminova pigment.
Studio Underd0g 03Series – “Salm0n”
A brand new dial with a playful twist. This timepiece has a 38.5mm case diameter with a Swiss Sellita Mono-pusher SW510 M movement.
See You in Toronto
At the end of our chat, we made plans to reconnect again at the Toronto Salon de l'horlogerie, September 19–21, 2025. If you’re a Canadian fan of independent watchmaking, you won’t want to miss what’s coming next.
Studio Underd0g continues to challenge the seriousness of traditional watchmaking, while still delivering on craftsmanship and mechanical appeal.
Le temps, c’est plus que des secondes qui s’écoulent. C’est un catalyseur de transformation. Restez à l’écoute pour plus de moments forts du Windup Watch Fair, bientôt sur WatchDNA.
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