The former Manchester United defender feels the Latics are not given enough credit for their strength and are still regarded by many as also-rans.
However, results this season suggest otherwise, with Wigan climbing to a creditable 7th in the Premier League, taking points off title challengers Liverpool and Aston Villa in recent weeks.
Despite narrow defeats to the 'big four' earlier in the season and losing key players such as Emile Heskey and Wilson Palacios in the January transfer window, Bruce still believes his side are underrated.
"We get used to that, to be fair, we use it to make us a little stronger" he said.
"We have got a decent squad and we have certainly been a handful at home. We enjoy taking points off the big boys. Anyone who we have played against has had a hell of a run for their money and I hope that continues."
"This little club with its humble surroundings and the rest of it can go and be a match for anyone in the Premier League right now."
EuropeWigan's form has led to suggestions they could qualify for European football for the first time in the club's history, with a place in the newly revamped Europa League not out of the question.
"That is the challenge now. We are always looking over our shoulder but could it be our year? If we stay around the top ten, who knows what we can do from here" added Bruce.
"We can all laugh, Bolton and Blackburn have done it (qualified for Europe). If we can stay unscathed, we'll give it a good crack - why not?"