Time+Tide has opened its New York Discovery Studio at 460 Broome Street in SoHo, marking a new era for watch culture in the city after a challenging four-month construction period. The launch featured two events: one unveiling the Toledano & Chan B1.3/r watch and another celebrating Studio Underd0g's pizza-themed timepieces. The studio now offers seven-day access to these brands in the U.S.
The opening of Time+Tide's New York Discovery Studio came after what founder Andrew described as the 'darkest four-month build imaginable.' Located at 460 Broome Street in SoHo, the studio represents the company's third location, joining others in key global cities, and aims to provide enthusiasts with hands-on access to independent watch brands.
The first launch event, held on a Thursday in early March 2026, focused on Toledano & Chan. The brand unveiled its B1.3/r model, an angular design featuring rippled 18k gold. Founder Phil Toledano joined Andrew on stage, remarking, “Everything in New York takes twice as long, and costs twice as much.” The event highlighted the brand's quick success, with 300 pieces sold online in hours despite market challenges. Time+Tide is now the exclusive New York retailer for Toledano & Chan, stocking the B1.3/r and offering try-ons seven days a week.
The second event shifted to Studio Underd0g, known for selling out limited releases. Inspired by New York's pizza slice culture, the brand reintroduced the Burnt Pepperoni and Classic Cheese watches, the latter with a missing slice design. The gathering evoked 1970s New York punk, featuring a CBGB playlist, blacked-out attire, and burnt orange decor. Around 120 attendees filled the space, with some queuing an hour early.
Zach Blass, Time+Tide's U.S. editor and first American hire nearly six years ago, welcomed guests, saying, “It’s so good to finally have a squad.” Associate General Manager Tayla Lewis introduced the team, receiving cheers from early customers. Fred Savage moderated a discussion with Andrew and Studio Underd0g's Rich, touching on the ST19 Seagull movement and plans for an immersive Underd0g experience in Brighton, UK, opening in May. Catering came from Scarr's Pizza, praised for its quality. Andrew emphasized the studio's purpose: “To help you all here get these incredible brands on your wrist in the metal.”