We may have moved beyond peak collaboration days in the watch world, but that doesn’t mean there aren’t a few surprises yet to be had. There is one type of collaboration that I will always get behind, and that is the creative connective tissue between small independent brands operating at different ends of the price spectrum. It’s something we’ve seen sparingly over the past five years, and this week we’re getting a new pair of watches that represent a creative synergy between brands, but there’s one big difference this time. The brands are H. Moser and Studio Underd0g, two brands known for their ability to rise above the usual formalities of the Swiss watch world by not taking themselves too seriously (in a good way). The brands are two fun brands, and a collaboration feels only natural as a result.
If you’re familiar with Studio Underd0g the concept here will make a lot of sense. The Inspiration is passion fruit, and it’s expressed in two equally vibrant dials. The central portion is a creamy yellow that fades from light to dark, contrasting as a whole with deep purples used around the perimeter, and selectively within the dial itself. The two watches are the Endeavour Perpetual Calendar Passion Fruit by H. Moser, and the 03SERIES Passi0n Fruit by Studio Underd0g. This is a collaboration format that breaks from the traditional single watch representing the vision of both parties involved. You might think that this is because both brands are targeting very different markets, but alas, that is not the case here. The watches are only available as a set. This will be bad news for Studio Underd0g fans, as the price for the pair is $64,900.
These are both brilliantly executed watches that express a unique and vibrant concept. One is high watchmaking featuring an in-house perpetual calendar, the other is a more approachable hand wound chronograph making use of a Sellita SW510 M. When it comes to collaborations of this nature, I like the idea of each brand being able to engage with a customer base typically outside of their own wheelhouse. Unfortunately, these watches will remain far outside the realm of attainability for most, and thus the possibility of a brand like H. Moser creating a new base of aspiring fans is unlikely. The very act of these two brands coming together says a lot, however I’d have preferred that it didn’t only benefit one side of the partnership when it comes to buyers. At worst, it could end up alienating the existing base of Underd0g enthusiasts.
Taking a more optimistic view of this partnership, perhaps there is more to come here. This kind of a collaboration should work to recognize and celebrate the owners and fans of both brands, and perhaps that part is yet to come. As it is, these are two fun watches that compliment each other in both concept at a brand level, and in execution at a watch level. This is what the industry needs more of. Creative people coming together and sharing resources, refining ideas, and ultimately growing the enthusiast base as a result.
Just 100 examples of each watch will be produced, and they are available only as a pair, at the price of $64,900. How these will be handled in the secondary market down the line will certainly be interesting, and I’d say it’s only a matter of time before we see them split into separate items for potential buyers. H. Moser / Studio Underd0g