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In our current age of disingenuous AI and copyright controversies, sometimes the best way to beat a design thief is to…imitate them right back? In perhaps the cheekiest move we’ve ever seen a watchmaker execute in response to an influx of copycat designs from no-name brands, Studio Underd0g has done just that. Instead of taking the legal route—an endeavour that is time-consuming, costly, and largely pointless in today’s world of mass-production and dropshipping—the British watchmaker has employed a tactful play of horological judo, and produced two new models inspired wholeheartedly by the very designs stolen from them. Enter the Av0cado and Guacam0le, just as colorful, cheerful, and charismatic as the rest of their lineup, with an extra dollop of good humor on the side.
Take one look at the knockoffs from a myriad of random “brands” and you’ll see what Studio Underd0g is talking about. The color schemes, design cues, and even text details are shamelessly ripped straight from the authentic watchmaker’s catalog. This is, of course, the sharp side of the double-edged sword for a brand with a visual style as instantly recognizable as Studio Underd0g’s, even given their relative youth as a company; when you create a style that resonates with so many people, you’re bound to have imitators.
They haven’t cut any corners with the Av0cado and Guacam0le, though, despite the comedic backstory. Both are in direct response to a company called Proxima’s knockoff “Avocado Color” models, and sport the familiar color scheme and textures of the fruit so beloved by cash-strapped Millennials (is that joke too old?). Both models feature a 316L stainless steel case, and measure at 38.5mm in diameter and 44.5mm lug-to-lug. Two pushers flank the crown at the 3 o’clock position, giving both watches a subdued and modern silhouette that allows the dial design to take center stage, as is the case with all Studio Underd0g models.
The dials are a two-layer design, with a satin sandblast base and a coarse dégradé top dial. The Av0cado’s yellow base dial is circled by a green outer ring with tachymeter markings, and complemented by an orange minute totalizer at the 3 position, and a 60-second subdial at 9. Likewise, the Guacam0le sports a lighter green base dial, and a dark green outer tachymeter ring and minute register. Both are textured to create a charming and convincing facsimile of actual avocado, with Super-LumiNova C3 on the hands and indexes. Keeping both models ticking is a bespoke ST-1901B Seagull manual winding movement with a swan neck regulator, which promises a 50 hour power reserve and an accuracy rating of -10/+15 seconds per day. Studio Underd0g has partnered with The Strap Tailor on the included Epsom Calfskin strap, and with Horologium to regulate the watches’ accuracy and provide a limited two-year warranty.
There’s a lot of grim news in the world these days, and seeing Studio Underd0g turn a dismal battle against copycats into something positive is admirable. It’s also proof that the brand isn’t going anywhere, and intends to keep fostering the levity of design and ethos that has made their watches quirky enthusiast favorites. Whether you’re a fan of their bright and zany designs or not, there’s a lot to love in the story of the Av0cado and Guacam0le.
The Studio Underd0g Av0cado and Guacam0le will be available at underd0g.com and will retail for $675. Ordering will be open from 3pm-12am BST on May 8th, 2025, after which the ordering window will close, and the models will be discontinued.
