Studio Underd0g has teamed up with the Dubai retailer Ahmed Seddiqi on a new 03SERIES chronograph called the Chan3ad, Arabic for kingfish, limited to 100 pieces. The watch is available exclusively through Ahmed Seddiqi boutiques from September 17, 2026, priced at AED 9,600, roughly $2,600 or about EUR 2,300.
The reference number is 02KIB-EA. Every example is assembled at Studio Underd0g's D0ghouse facility in Great Britain, the independent brand's home workshop, before shipping to the Gulf for sale exclusively through Ahmed Seddiqi, the retailer that also organizes Dubai Watch Week.
The Chan3ad follows the brand's first appearance at Dubai Watch Week last year, and it localizes an existing model rather than introducing a new case. Every element of the design, from color to strap, is built around the kingfish, prized across the UAE and wider Gulf region as a food fish, according to the Fish Markets UAE website.
The two-layer dial carries a textured blue-grey degrade on top, meant to evoke the fish's scales, over a sunburst-brushed pale pink lower layer standing in for the flesh underneath. The chronograph hand and the 30-minute counter hand are tipped in yellow, a nod to the lemon traditionally squeezed over the cooked fish.
Numerals throughout, including on the tachymeter scale and subdials, are rendered in Eastern Arabic script, a detail Studio Underd0g flags directly on the dial. The design plays on the brand's existing Salm0n edition from 2024, sharing its two-layer format but shifting to cooler, more localized tones.
The case is 316L stainless steel, measuring 38.5mm across, 13.6mm thick and 44.5mm lug to lug, with a 20mm lug width. A domed sapphire crystal accounts for almost 2mm of the case height, and water resistance is rated to 50m with a screwed display caseback and a signed crown.
Power comes from a custom manually wound Sellita SW510 M, a cam-operated monopusher chronograph movement based on the Valjoux 7750 architecture, running at 4Hz with a 63-hour power reserve and a hacking seconds function. Studio Underd0g regulates the caliber to plus or minus five seconds a day, though it carries no formal chronometer certification.
For the Chan3ad, the movement receives a bespoke ruthenium anthracite-finished bridge and Cote de Genève decoration, visible through the display caseback. The rectangular chronograph pusher, controlling all functions in monopusher fashion, is positioned at 2 o'clock, unchanged from the Salm0n reference that preceded it.
What comes in the box
The Chan3ad ships with two straps rather than one. The first is a 20mm to 16mm tapered stainless steel Milanese mesh bracelet, and the second is a 20mm to 16mm tapered strap made from black salmon skin sourced from Iceland, produced by The Strap Tailor with a stainless steel pin buckle.
Both straps use quick-release spring bars, so an owner can swap between the mesh and the salmon skin without tools. The pairing continues Studio Underd0g's habit of dressing its fish-themed watches in skins and finishes drawn from the animal the dial depicts.
Studio Underd0g built its reputation on colorful, playful takes on familiar chronograph and field-watch formats, including a hand-wound Seagull ST-1901 in its debut 01SERIES and a Sellita SW210-1 in the 02SERIES that followed. It has also collaborated with H. Moser & Cie on the Passion Fruit and with Fears on the more accessible Gimlet.
We have covered several other limited-run collaborations built around a single striking visual idea, including Louis Moinet's 12-piece Moon Meteor and A. Lange & Söhne's 100-piece platinum Triple Split, both of which sold out on the strength of scarcity and a distinctive story rather than headline complications.
The Chan3ad is an example of a market where independent brands increasingly localize existing platforms for a single retailer rather than building an entirely new watch, a strategy also visible in region-specific limited editions from larger maisons.
Studio Underd0g has not said whether the Chan3ad will be followed by further region-specific editions with other retailers, but the brand's pattern of naming and coloring watches after local ingredients, from Passion Fruit to Salm0n to Chan3ad, suggests the format has room to run.
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Images: Studio Underd0g
