Integrity over profit: Studio Underd0g cancels a flipper’s US$16,000 Mim0sa order
Zach BlassAny business needs to generate revenue to survive, but, despite being a smaller brand, Studio Underd0g has notably prioritised customer experience and ensuring watches land in the hands of genuine buyers in favour of quick, easy profit. There have been more than a few instances where Studio Underd0g founder Richard Benc shares the process of cancelling and refunding a “flipper’s” order upon discovering eBay listings that have gone up before the product has even shipped.
View this post on Instagram
Earlier this week, Richard discovered a listing for a yet-to-be-shipped Studio Underd0g x Fears 02SERIES Mim0sa watch on eBay, and not only was it being offered well above its retail price, but the listing claimed the seller had 10 watches available for sale. So, after some detective work, the order for 10 watches, placed by the same person who created the eBay listing, was swiftly cancelled and refunded.
Richard explained on Instagram stories: “Whilst it’s going to sting refunding just shy of US$16,000, this does mean that we’ll be able to bump up a fair few orders as well for any of you legitimate customers.”
In the few days since we shared this moment on social media, over 200 comments have come in our post – all of which appear to unanimously praise Richard and the Studio Underd0g team while also calling out other brands who seemingly embrace flipper culture and urging them to follow Underd0g’s example.
@keith.wee commented: “I see Studio Underd0g doing this, and they deserve all my respect. Gonna buy from them if I canto support. Don’t ever feel bad for the scalpers.”
@jesper_heller wrote: “Awesome! Get them in the hands of people that really want them.”
Others called out that for a limited edition like the Mim0sa collaboration, there should have been a cap on how many orders can be placed by a single individual to prevent such flipper-mischief orders in the first place.
While returning a US$16,000 order may seem very counterintuitive, counteracting flipper behaviour can be a more long-term investment in ensuring sentiment around the operations and products of a watch brand stays positive. Unfortunately, the superficial factor of having watches that are sought out to be flipped and sold for premiums can elevate the desirability of the brand.
But the question is, at what cost? Every brand will have to answer for themselves, but it is crystal clear where Richard and the Studio Underd0g team stand: no flippers allowed. And the community is definitely giving them their flowers for upholding this rule. Hope you all have a wonderful weekend!
Zach and the Time+Tide Team
Watch meme of the week: nice and warm
View this post on Instagram
A gem in the comments: “Only the finest perlon for my friends.”
Wrist shot of the week: golden hour
View this post on Instagram
This Patek Philippe Golden Ellipse, modelled by Jamie and photographed by Borna, is just *chef’s kiss*. Who knew linen and gold paired so well?
Time+Tide Shop pick of the week: Christopher Ward C63 Sealander Extreme GMT
Last week, Christopher Ward revealed its biggest and most rugged Sealander yet, the C63 Sealander Extreme GMT – which we’re very excited to bring to the Time+Tide Shop. At 41mm, the fully brushed stainless steel case combines tactical aesthetics with anti-reflective surfaces to deliver a hardcore explorer’s watch that means business. Features such as the ceramic fixed bezel, which contains lume-filled markers, shift the C63 Sealander GMT up a level in terms of functionality and robustness, as does the new fabric “V-strap” option. Read a full report on this watch from Tom here.
The Christopher Ward C63 Sealander Extreme GMT is available to pre-order via the Time & Tide Shop in both Khaki Green and Charcoal Black. Price: A$2,375 (V-strap), A$2,660 (bracelet)
Accessory of the month: Artem Barenia Leather Loop-less Straps
Australian luxury watch strap maker Artem has introduced its first-ever leather straps, and they’re pretty killer. They’re made from Barenia, a legendary French calfskin, originally developed by the world-renowned Haas Tanneries and best known as the hide of choice for Hermès saddlery. They’ve combined this sumptuous material with their Loop-less deployant clasp system for maximum comfort and ease of use.
The Artem Barenia Leather Loop-less Strap is available in three colours – Forge Black, Saddle Tan and Bridle Brown – and is available now directly from Artem. Price: from A$309
Our favourite Time+Tide coverage of the week
Everything you need to know about the Tudor x Time+Tide Library & Lounge
Of course, the big news this week was our announcement that Tudor is coming into our London Discovery Studio for a four-month residency in the form of an exclusive lounge and library where you can not only learn about and experience Tudor but also buy the entire brand’s catalogue. What will this look like? What does this mean for my next visit to the Studio? Read Andrew’s explanation here.
Inside Bulgari’s rebellion: how the watch industry’s fastest mover does the impossible
Russell has this theory that Bulgari is the biggest rebel in the entire watchmaking industry. While the rest of the Swiss establishment moves at a snail’s pace, these guys are sprinting – just look at the explosive growth and impressive innovation found in the Octo Finissimo line! So, he travelled to La Chaux-de-Fonds, Switzerland, to Bulgari’s watchmaking manufacture to figure out exactly how they do it. But more importantly, he wanted to understand why they do it, sitting down with Fabrizio Buonamassa Stigliani, Bulgari’s dapper Product Creation Executive Director, for an expansive chat.
Norqain and Gary Neville stopped by the London Studio for a Wild night
It’s true. In this business, we get to rub shoulders with our fair share of A-List celebs and international sports stars. Whether we’re interviewing Usain Bolt on a boat or sitting down with Superman Henry Cavill, it’s a real privilege to be in our position and gain access to these people. But it’s not every day that we get them in one of our Studios to host an event, but that’s exactly what happened last week, as we were lucky enough to have football legend Gary Neville join us for an event with Norqain in our London Studio. Read more here.