Worn & Wound
Studio Underd0g Introduces the Av0cado and Guacam0le Chronographs, a Clever Response to their Imitators
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 k...
