How One British Watch Company Took on the Counterfeiters

  • 📰 EsquireUK
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The founder of Studio Underd0g beat the fakers at their own game

The celebrated watch microbrand from Brighton, Studio Underd0g, has discovered it has been the victim of counterfeiting.A figure released in November by Watchfinder Co. suggested there were 23.3 million fake watches circulating in America alone. That’s a lot of watch cash not going into the watch brand’s pockets. That’s bad if you’re Rolex.

Was a Studi0 Underd0g Avacad0 something they’d like to see? It was the most good-natured response to intellectual property theft homage-ing Esquire can think of. So we called up Benc to congratulate him. “Someone posted them on a Reddit page /ChineseWatches,” he told us. “So I saw them pretty much before anyone had discovered it. The actual brand hadn’t even posted on their website. My instant reaction was ‘Alright, I gotta get my hands on this’.

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