Another Studio Underd0g Limited Edition Sees the 03SERIES Getting a Taste of the Good Life (Courtesy of Massena LAB)
The great paradox of many brands being so good at what they do is that they’re often so technically precise they lose a bit of personality in the process. Somehow, there’s a trade-off that many watch brands make in striving for the best, only to just miss the mark when it comes to anchoring their product to anything beyond technical specs, brand recognition, and the (oftentimes) half-hearted attempts to jump on a trend. We have, in many ways, become accustomed to this middling way in which watchmakers (and the same can be said for fashion brands and penmakers, truth be told). We have grown used to a sanitized, diluted version of personality for the sake of quarterly targets and minimizing social media backlash. It has, in effect, caused a chilling effect in risk-taking, in humor, in anything new beyond a different dial color here or a new steel bracelet there. It was with this sort of cynicism in mind that I was pleasantly surprised to see the latest release between Studio Underd0g and Massena LAB: the 03SERIES Champagne & Caviar. Finally!, I thought, scrolling through the photos, now this is a watch with personality. And then, of course, my second thought: if it isn’t actually made in the Champagne region of France, should it technically be called Sparkling Wine & Caviar? I’ll leave the purists among us in the comments to weigh in. The two collaborators couldn’t have been better suited for one another in partnering together on a release that’s as cheeky as it ...
Fratello
