Two years after the successful debut of its Series03 monopusher chronograph, the independent watchmaking brand Studio Underd0g has unveiled a captivating new collaboration with the esteemed Dubai-based retailer Ahmed Seddiqi & Sons. This partnership introduces the "Chan3ad," a limited-edition timepiece that translates the vibrant spirit of the UAE’s iconic Kingfish into a horological masterpiece. The launch follows Studio Underd0g’s notable participation at the Dubai Watch Week last year, signaling a growing connection between the brand and the discerning Middle Eastern market.
A Fusion of Flavors: The Genesis of the "Chan3ad"
The "Chan3ad," meaning "Kingfish" in Arabic, is more than just a watch; it’s a culinary and cultural homage. This collaboration builds upon Studio Underd0g’s previous successful "Salmon" dial watch, demonstrating a penchant for food-inspired aesthetics. However, the "Chan3ad" carves its own distinct identity with a color palette and design cues directly inspired by the prized Kingfish, a staple in the region’s waters and cuisine. The intricate dial design aims to capture the essence of this magnificent creature, from its shimmering scales to the vibrant hues associated with its preparation and enjoyment.
Ahmed Seddiqi & Sons, a cornerstone of the luxury watch retail landscape in the Middle East for over five decades, brings its deep understanding of regional preferences and its extensive network to this collaboration. Their involvement ensures that the "Chan3ad" is not only a technically proficient timepiece but also a culturally resonant object, designed to appeal to collectors and enthusiasts who appreciate unique narratives and regional artistry. The partnership signifies a strategic move for Studio Underd0g to further establish its presence in a key global market, leveraging Seddiqi’s formidable reputation and reach.
Dial Design: A Tribute to the Kingfish
The dial of the "Chan3ad" is the focal point of its unique design. It features a sophisticated two-tiered construction, meticulously crafted to represent different aspects of the Kingfish. The upper layer boasts a textured, blue-grey finish, intricately detailed to mimic the fish’s distinctive, shimmering scales. This textured surface not only provides visual depth but also reflects light in a dynamic manner, reminiscent of sunlight on water.
Beneath this textured layer lies a sunburst-brushed dial in a soft, pale pink. This hue is a direct nod to the delicate, appealing color of cooked Kingfish meat. The interplay between the cool tones of the scales and the warm pink of the flesh creates a visually striking contrast that is both artistic and evocative.
Further accentuating the culinary theme, the chronograph’s central seconds hand and the 30-minute counter hand are finished in a vibrant yellow. This choice is inspired by the bright zest of lemon, a classic accompaniment often squeezed over freshly cooked fish, particularly Kingfish, to enhance its flavor. This small yet significant detail adds another layer of narrative and visual interest to the dial.
Adding a distinct regional touch, all numerals on the dial are rendered in the elegant Eastern Arabic script. This cultural integration makes the "Chan3ad" particularly special for the target market, offering a unique blend of Swiss watchmaking precision and local Arabic heritage.
Case and Movement: Precision Engineering and Thoughtful Proportions
The "Chan3ad" is housed within a robust and elegantly proportioned 316L stainless steel case, measuring 38.5mm in diameter. This size strikes a balance between contemporary wearability and classic watchmaking dimensions, ensuring comfort on a variety of wrist sizes. The case has a thickness of 13.6mm, of which approximately 2mm is accounted for by the gracefully domed sapphire crystal, which not only enhances legibility but also contributes to the watch’s vintage-inspired aesthetic.
The lug-to-lug measurement is 44.5mm, and the watch features a 20mm lug width, tapering to 16mm at the buckle, a common and comfortable configuration for straps. The case is rated for 50 meters of water resistance, making it suitable for everyday wear and minor splashes, though not intended for swimming or diving.
At the heart of the "Chan3ad" beats the manually wound Sellita SW510 M movement. This reliable caliber has been specially configured for Studio Underd0g, running at a frequency of 4Hz (28,800 vibrations per hour). It is meticulously regulated to an impressive tolerance of +/- 5 seconds per day, a level of precision that belies its "Custom Special" designation rather than a formal chronometer certification. The movement offers a substantial power reserve of 63 hours and features a hacking system, allowing for precise time setting by stopping the seconds hand. The decision to use a manual-wind movement in a chronograph adds a traditional, engaging element to the watch’s operation.
Straps: A Complementary Pairing
The Studio Underd0g x Ahmed Seddiqi "Chan3ad" comes equipped with two distinct strap options, each designed to complement the watch’s theme and enhance its versatility. The first is a 20mm to 16mm tapered stainless steel Milanese mesh bracelet. This classic choice offers a sophisticated and comfortable fit, with its fine links providing a fluid drape on the wrist and a subtly lustrous sheen that harmonizes with the watch case.
The second strap is a more adventurous and thematic choice: a 20mm to 16mm tapered genuine salmon skin strap. Crafted by The Strap Tailor, this unique accessory directly echoes the brand’s earlier "Salmon" watch and adds an unexpected textural element to the timepiece. Both straps are fitted with quick-release spring bars, allowing for effortless interchangeability, enabling the wearer to switch between the refined elegance of the mesh and the distinctive character of the salmon leather with ease.
Limited Production and Availability
The exclusivity of the "Chan3ad" is underscored by its limited production run. Only 100 pieces of this special collaboration will be manufactured, ensuring its desirability among collectors. The timepiece is priced at 9,600 UAE Dirhams (AED), which converts to approximately $2,600 USD. Availability is exclusively through Ahmed Seddiqi & Sons, with the official release date set for September 17th, 2026. This targeted distribution strategy aims to cater to the brand’s dedicated clientele in the region and reinforces the partnership’s significance.
Broader Context and Market Implications
The collaboration between Studio Underd0g and Ahmed Seddiqi & Sons represents a growing trend of independent watch brands forging partnerships with established regional retailers to tap into burgeoning luxury markets. Dubai has firmly established itself as a global hub for haute horlogerie, attracting collectors and enthusiasts from around the world. The success of events like Dubai Watch Week further highlights the region’s passion for horology and its openness to innovative and culturally relevant timepieces.
For Studio Underd0g, this partnership is a strategic move to expand its international footprint and connect with a sophisticated clientele. The "Chan3ad" is a testament to the brand’s ability to create watches that are not only technically sound but also possess a strong narrative and emotional appeal. The focus on local inspiration, such as the Kingfish and Eastern Arabic numerals, demonstrates a thoughtful approach to market engagement.
Ahmed Seddiqi & Sons, with its deep roots and extensive experience in the luxury watch sector, provides an ideal platform for Studio Underd0g to showcase its creations. Their reputation for excellence and their understanding of customer preferences are invaluable assets in bringing this limited edition to a receptive audience. The success of such collaborations can pave the way for future ventures, strengthening the relationship between independent watchmakers and key retail partners in emerging luxury destinations.
The "Chan3ad" is more than just a watch; it is a reflection of a dynamic and evolving watch market, where creativity, cultural appreciation, and strategic partnerships converge. It speaks to the growing demand for unique, story-driven timepieces that resonate with local identities while upholding the highest standards of craftsmanship. As Dubai continues to cement its position as a global center for luxury, collaborations like this will undoubtedly play a crucial role in shaping the future of watch collecting in the region and beyond. The "Chan3ad" Kingfish chronograph stands as a vibrant example of how horology can be a canvas for art, culture, and culinary inspiration, offering a delightful and memorable experience for its discerning wearers.
Technical Specifications
Brand: Studio Underd0g x Ahmed Seddiqi
Model: "Chan3ad" (Kingfish)
Reference Number: 02KIB-EA
Case:
- Diameter: 38.5mm
- Thickness: 13.6mm (including crystal)
- Case Material: 316L Stainless Steel
- Dial Color: Textured blue-grey dégradé top layer and pale pink lower, with Eastern Arabic numerals
- Indexes: Applied
- Lume: Hands with unspecified lume
- Water Resistance: 50 meters
- Crystal: Domed Sapphire Crystal
Movement:
- Caliber: Sellita SW510 M
- Functions: Hours, minutes, small seconds, chronograph with 30-minute counter
- Power Reserve: 63 hours
- Winding: Manual
- Frequency: 4Hz (28,800 vph)
- Regulation: +/- 5 seconds per day
Straps:
- 20mm tapered to 16mm salmon skin strap by The Strap Tailor
- Additional 20mm to 16mm taper stainless steel Milanese mesh bracelet
- Both straps feature quick-release spring bars
Price & Availability:
- Price: 9,600 AED (approximately $2,600 USD)
- Availability: Exclusively via Ahmed Seddiqi & Sons
- Release Date: September 17th, 2026
- Limited Edition: Yes, 100 pieces
