Studio Underd0g Opens the d0gHouse and Launches the Guava to Match

5 Feb

Studio Underd0g have just given us something genuinely special and it is not just a new watch. It is a new home. Literally.

The d0gHouse is Underd0g’s newly announced British assembly space and it sits right at the heart of their Assembled in Great Britain project. This is where things get very real. Not a vague promise or a marketing line but a physical place where watches will be assembled by hand on British soil. It is small. It is focused. And it is exactly the sort of move you would expect from a brand that prefers doing things properly rather than loudly.

The d0gHouse represents control and care. It allows Underd0g to oversee the final stages of production themselves and bring that last step of the journey closer to home. It is about accountability. Knowing who touched the watch. Where it came together. And why that actually matters. For a modern independent brand this is a huge statement and a very deliberate one.

To mark the opening of the d0gHouse, Underd0g have released the Guava. And yes it is every bit as tasty as it sounds.

The Guava takes the familiar Underd0g design language and gives it a warm sun soaked twist. The dial leans into soft pink tones with just enough punch to make it pop without tipping into novelty. It feels playful but confident which is very much Underd0g’s sweet spot. The layout remains clean legible and unmistakably theirs with crisp printing and balanced colour contrasts doing all the heavy lifting.

This is not just a new colourway for the sake of it. The Guava exists to support the d0gHouse and the wider push towards British assembly. By buying into this release you are directly backing the infrastructure that makes the whole project possible. That makes the watch feel purposeful in a way that goes beyond aesthetics.

What is particularly refreshing is how open Underd0g have been about the process. There is no attempt to dress this up as full British manufacturing or lean on borrowed heritage. It is honest. Assembly in Great Britain. Transparent sourcing. Clear intentions. That honesty is exactly why people trust this brand and why this project lands so well.

The Guava is fun. The d0gHouse is serious. Together they strike a balance that feels just right. This is Underd0g growing up without losing its sense of humour and that is no small feat.

If this is what the future looks like for the brand then British watchmaking is in very good hands.