Studio Underd0g moves in-house and Norqain hits the ice this week
06.02.26
Russell Sheldrake
The term "in-house" is a powerful one in the watch industry. Brands often use it to showcase their capabilities by handling as much as possible under one corporate roof. When Studio Underd0g, a young and innovative brand, announces its move to in-house assembly, it's a significant development. This move demonstrates their ambition to scale production while maintaining quality control, addressing a common concern in the industry. By bringing assembly in-house, Studio Underd0g ensures that every watch meets their high standards, a crucial step for a brand that has been making waves with its unique style and food-related puns.
The D0ghouse
Studio Underd0g is not creating movements from scratch but focusing on watch assembly. This decision is strategic for a growing brand, as it addresses potential quality control issues. By controlling the final assembly stage, the brand can ensure consistency and meet the standards expected by collectors. This move aligns with Studio Underd0g's meteoric rise, as they continue to chart their own course with a unique approach.
An exciting aspect of this new development is the brand's invitation for fans to try their hand at assembly. This hands-on experience allows customers to build their own watches, adding a personal touch to the brand's offerings. However, it's a challenging process, as I've witnessed during my attempts at various manufactures worldwide.
Norqain Debuts NHL Collaboration
Norqain, an independent brand, has made a significant announcement in the world of ice hockey. They have debuted their first watch as the Official Luxury Sports Watch of the NHL. This collaboration is a testament to the brand's versatility and its ability to adapt to different sports.
The watch features easter eggs for ice hockey enthusiasts, including a scratched ice dial and a face-off running seconds with crossed sticks and a puck. Its tough construction and strap made from real hockey puck rubber make it suitable for the sport's demands. With only 1,917 watches produced, each owner receives a specially made puck, adding a unique touch to the packaging.
The 2026 Winter Olympics
As the Milano Cortina 2026 Winter Olympics approach, the excitement builds. Omega, the official timekeeper, has released three models to commemorate the event. These watches showcase Omega's versatility, from a dressy Seamaster 37mm to a Speedmaster 38 with an icy dial, and a full titanium Seamaster 300m. The anticipation is high as athletes prepare to wear these watches during the games, similar to the Richard Mille pieces seen at the 2024 Courchevel Olympics.
Audemars Piguet Neo Frame Jumping Hour
The release of the Audemars Piguet Neo Frame Jumping Hour caused a stir among watch enthusiasts. With a sleek, monochromatic design, it sparked comparisons to a popular fitness tracker. Despite the comparisons, the watch's unique features and Audemars Piguet's reputation make it a standout piece.
Wrist Shot: Purple Gold
The author expresses an obsession with patinated gold, particularly its aged purple hues. The design of the Genta perpetual calendar adds to the appeal, creating a "wabi sabi" wristwatch. The Watch Brothers London team's capture of the piece enhances its allure.
Time+Tide Shop Pick: Dennison ALD Black Marble & Ghost
Dennison introduces two new natural stone dials for its ALD dress watches, available in the Time+Tide Shop. The "Ghost" dial features white Australian mother-of-pearl marquetry, while the "Black Marble" dial showcases dramatic dark marble with unique vein patterns. Both dials are available in stainless steel or gold PVD case variants.
Formula 1 and Breitling Partnership
The 2026 Formula 1 season starts early with releases from IWC and Breitling. IWC introduces two new designs from George Russell, while Breitling takes over timing responsibilities at Aston Martin, resulting in the first-ever titanium Navitimer. This week's releases are a treat for F1 fans, offering a variety of exciting watches.
3-Watch Throw Down
A new video series, 3-Watch Throw Down, features familiar watch world personalities in a 3 v 3 showdown. The inaugural episode invites viewers to decide on their preferred watches, with more episodes to come.
Morgan Stanley's Secondary Market Stability
Morgan Stanley's research suggests a stabilizing secondary watch market, which could benefit the community. Andrew O'Connor provides insights into this development, offering a positive outlook for the industry.
