Two British brands known for the collaborative spirit are coming together this week to release a thoroughly unexpected watch called The Gimlet. The brands are something of a young meets old situation, with Studio Underd0g coming together with Fears, and while it might sound like an odd pairing on paper, the results work way better than you might expect. The watch is a mixture of ideas that feel central to each brand, and rather fittingly, is named for the Gimlet, a gin based cocktail that brings together just three ingredients to create something more than the sum of its parts.
The Gimlet is based on the Fears Brunswick, with a 38mm steel cushion case with a truncated lug allowing for a 43.mm lug to lug measurement, and onion crown to tie everything together. This is a brilliant case on the wrist, and feels like a natural pairing for the fireworks happening on the dial. In 2023, Studio Underd0g released their collection of field watches, which featured beautifully dynamic dials that layered colors into the sapphire to create vibrant transitions from top to bottom. This concept is being put to use here with a dial that captures light greens and blues in a most elusive manner.
The colors are a nod to the lime elements of a Gimlet, and the execution of the dial gives the appearance of a liquid in a glass. The Gimlet is a classic three ingredient cocktail that consists of gin (2.5 parts), lime juice (0.5 parts), and sugar or simple syrup (0.5 parts). The drink has roots in 19th century British sailing, where lime juice was used for more than combating scurvy. In an effort to better preserve it, the juice was often added to spirits until it was found that mixing with sugar served as a more effective method. You can connect the dots from there. The Gimlet would serve as a foundation to drinks like the Daiquiri and Margarita (and hence, many, many others), and stands as a unique bit of British culture.
Likewise, the Fears brand is a storied British brand that dates back to 1846, and is now run by its fourth managing director, Nicholas Bowman-Scargill, who is the founder’s great-great-great-grandson. Conversely, Studio Underd0g is one of Britain’s newest watch brands, run by Richard Benc (see ep. 38 of the podcast), a boundless creative bringing his ideas to life in vibrant colors. The collaboration highlights the strengths and creativity of both brands, and serves as a celebration of British watchmaking both old and new.
The Fears x Studio Underd0g Gimlet will be limited to just 200 pieces, and the watch will be available exclusively at the British Watchmakers’ Day on March 8th, 2025. Pricing is set at £1000, which is inclusive of VATS. If you’re not local to that event, you’ll have to keep an eye on the secondary market, and I expect these to be quite popular. Fears // Studio Underd0g
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