Fears x Studio Underd0g.
The Gimlet.🍋🟩
Old meets new.
One of Britain’s oldest watch companies and one of its youngest joined forces to create something that feels as fresh as it does timeless: the Gimlet. Though separated by 175 years, Fears and Studio Underd0g represent two distinct yet complementary sides of British watchmaking - heritage and innovation. This wasn’t about meeting in the middle, but about celebrating what makes each brand unique, and seeing what happens when you let those differences play together.
The challenge.
This wasn’t just a “logo on the dial” kind of collab. Far from it. Fitting the almost 2mm-thick 02SERIES dial into a Fears Brunswick-style case was a proper technical challenge. The crown had to sit perfectly centre, while keeping the watch under 12mm thick - which meant a totally reworked mid-case and brand-new tooling. Project 23 was supposed to launch in 2023 - but sometimes, the good stuff takes time. It landed in 2025.
Sold out.
The Gimlet was limited to 200 pieces, and only available in person at British Watchmakers’ Day 2025. All 200 sold on the day - gone, faster than anyone expected. That moment - seeing the response in real time - was surreal. And it sparked something bigger.
This wasn’t a one-off. It became the beginning of a new chapter: the Cocktail Collecti0n.
