Independent watchmaking has built its reputation on defying convention, injecting whimsy into a traditional industry, and embracing unexpected design cues. Few brands embody this playful spirit quite like Studio Underd0g, which has captured the imagination of collectors worldwide with its vibrant, food-inspired dials. Now, the British microbrand is taking its creative vision to the Middle East through a high-profile partnership. Two years after introducing its upgraded Series03 monopusher chronograph powered by a Sellita movement, Studio Underd0g has joined forces with Dubai-based retail powerhouse Ahmed Seddiqi & Sons to launch a specialized, culturally attuned iteration: the Chan3ad, affectionately named after the local Arabic term for the prized Kingfish.
This regional collaboration comes on the heels of Studio Underd0g’s successful debut appearance at Dubai Watch Week, an event that has increasingly become a crucible for independent watchmaking and cross-cultural horological dialogue. By bridging the gap between quirky British design and the sophisticated, discerning collector base of the United Arab Emirates, the partnership introduces a regional twist to an already beloved platform. Limited to just 100 pieces, the new timepiece translates local culinary culture and coastal heritage into a distinctively detailed mechanical chronograph, offering a localized narrative that resonates deeply with the region’s watch enthusiasts.
A Dial Inspired by the Waters and Kitchens of the UAE
At the heart of the Studio Underd0g x Ahmed Seddiqi Chan3ad is a dial that tells a distinctively local story. The design draws heavy inspiration from the kingfish, widely recognized as one of the UAE’s most prized gamefish and a staple of coastal cuisine. Studio Underd0g is known for its multi-layered dial construction, and the Chan3ad utilizes this architecture to its fullest extent.
The top layer of the dial features a textured, blue-grey dégradé finish designed to mimic the distinct coloration and shimmering scales of the kingfish as it is pulled from the Arabian Gulf. Beneath this textured surface lies a sunburst brushed pink lower layer, representing the tender meat of the fish beneath its scales. The thematic culinary journey continues with the chronograph hand and the 30-minute counter hand, both finished in a vibrant yellow tip that serves as a visual nod to a fresh lemon wedge typically squeezed over the top of the cooked dish just before serving.
While the fish-inspired concept shares a spiritual kinship with Studio Underd0g’s existing Series03 "Salmon" model, the color palette and execution have been entirely re-calibrated for this special edition. Further localizing the timepiece, all the numerals on the dial are rendered in Eastern Arabic script, seamlessly integrating the cultural identity of the region into the watch’s whimsical aesthetic. The result is a dial that is rich in depth, color play, and narrative context, maintaining the brand’s trademark lightheartedness while honoring its Emirati retail partner.
Mechanical Craftsmanship and Ergonomics
Beneath the playful exterior lies a serious mechanical engine. Cased in versatile 316L stainless steel, the watch measures 38.5mm in diameter with a thickness of 13.6mm. A significant portion of this thickness—nearly 2mm—is attributed to the prominent box-section sapphire crystal, which houses the multi-layered dial architecture beneath it while adding a charming vintage silhouette. The watch maintains wearable proportions with a 20mm lug width and a compact lug-to-lug distance of 44.5mm, ensuring it sits comfortably on a wide variety of wrist sizes.
True to Studio Underd0g’s idiosyncratic branding choices, the dial proudly displays the mechanical identity of the watch. It houses a manually wound Sellita SW510 M movement, specifically configured as a "Custom Special" grade. Operating at a modern frequency of 4Hz (28,800 vibrations per hour), the movement is carefully regulated to an accuracy of +/- 5 seconds per day. It features a robust 63-hour power reserve and a hacking seconds system for precise time-setting. The exhibition caseback allows collectors to view the meticulously finished movement, complete with custom touches that elevate it far beyond a standard off-the-shelf caliber.
A Complete Package Built for the Region
Understanding that the complete watchmaking experience extends to how a timepiece is worn, Studio Underd0g has ensured that the Chan3ad is delivered with a versatile pairing of straps. The watch comes equipped with two distinct options, both featuring quick-release spring bars for easy swapping. The first is a tapered stainless steel Milanese mesh bracelet that transitions smoothly from 20mm at the lugs to 16mm at the clasp, lending the watch a sleek, mid-century sportiness.
The second option leans entirely into the brand’s biological and culinary themes: a genuine salmon skin strap crafted by The Strap Tailor, tapering from 20mm to 16mm and fastened with a matching stainless steel pin buckle. This tactile pairing reinforces the organic, marine-inspired narrative of the watch, ensuring that collectors have distinct styling options depending on the occasion.
Dubai has long established itself as a vibrant multicultural hub where global culinary traditions—ranging from classic French bistros and Italian trattorias to contemporary Japanese restaurants and Miami-style nightlife—sit side by side. When looking for inspiration for a localized timepiece, Studio Underd0g and Ahmed Seddiqi smartly looked outward to the surrounding waters rather than defaulting to urban clichés. The result is a whimsical yet deeply considered timepiece that captures the spirit of Dubai’s coastal identity.
The Studio Underd0g x Ahmed Seddiqi Chan3ad (Reference 02KIB-EA) is a strictly limited edition of 100 pieces. It retails for 9,600 AED, which translates to approximately $2,600 USD. The watch will be available exclusively through Ahmed Seddiqi & Sons, offering local and international collectors a rare opportunity to acquire a uniquely regional expression of independent horology.
