An Eggs-traordinary Success Between Wristcheck x Studio Underd0g Proves That Its An Underdog No More

The collaboration between Wristcheck and Studio Underd0g highlights the power of creative partnerships and the growing influence of the secondary watch market. Their trio of egg-themed watches—Boiled Egg, Fried Egg, and Rotten Egg—sold out almost instantly upon release, underscoring the demand for unique and playful designs in a market often dominated by traditional aesthetics.

These watches, priced at $800, are already being valued as high as $1,360 on Wristcheck’s secondary platform. This rapid increase in value reflects both the limited-edition nature of the pieces and the cult following that Studio Underd0g has cultivated. The brand’s approach to design, with food-inspired motifs, sets it apart from more conventional watchmakers. This latest trilogy, part of the 01 Series featuring the hand-wound Calibre ST-1901 movement, continues Studio Underd0g’s tradition of merging whimsy with solid horological foundations.

Wristcheck: A Rising Star in the Secondary Market

Founded in 2020 by Austen Chu and Sean Wong, Wristcheck has quickly established itself as a force in the secondary market. The platform’s rise has been fuelled by innovation and trust, which secured it $8 million in funding in 2023. Chu’s impressive credentials, including being the youngest jury member of the 2021 GPHG Awards, a committee member for the LVMH Watch Prize, and a Forbes 30 Under 30 Asia honoree in 2023, lend significant credibility to the brand.

The secondary market, while experiencing a correction over the past year, has proven resilient. Players like Wristcheck and Subdial in the UK have emerged stronger, aided by strategic partnerships and operational sophistication. Subdial, for instance, has gained backing from Watchfinder founder Stuart Hennell, showcasing the importance of investor confidence in navigating market shifts.

Studio Underd0g’s Creative Flair

Studio Underd0g, based in the UK, has carved out a niche in the indie watch space with its distinctive designs and collaborations. Earlier this year, its partnership with H. Moser & Cie. elevated its profile, bridging the gap between playful indie watches and high-end Swiss horology. The collaboration with Wristcheck continues this trajectory, connecting Studio Underd0g with an engaged community of collectors and enthusiasts.

The egg-themed dials of this latest release—Boiled Egg (yolk yellow), Fried Egg (lighter hues reflecting whites and yolks), and Rotten Egg (a greenish tinge)—demonstrate the brand’s commitment to unconventional yet highly relatable themes. Combined with meticulous assembly in Britain and the charm of the 01 Series, these watches resonate with collectors looking for individuality and a touch of humor.

The Allure of Limited Editions

The instant sell-out of the Wristcheck x Studio Underd0g watches is a testament to the power of scarcity and storytelling. Limited editions, especially those with unique designs, foster a sense of exclusivity that drives demand. As the secondary market continues to mature, platforms like Wristcheck are well-positioned to capitalize on this trend, offering collectors access to sought-after pieces while providing a reliable avenue for resale. This collaboration is a win for both Wristcheck and Studio Underd0g, solidifying their reputations as innovators in their respective fields. It’s a reminder that, in the world of watches, creativity and community are as valuable as craftsmanship.