I love Paris. The architecture, the food, the River Seine, the effortless style and… did I mention the food? With a rich history and culture, it’s no surprise that a watch brand born in this city would be tasteful, stylish, and crafted with impressive attention to detail. Serica lives up to all of that.
Over the past five years, Serica has focused on creating timepieces inspired by the rugged tool and sports watches of the 20th century—built to endure any adventure. Now, the brand takes a new turn, stepping into the world of refined elegance with a bold departure from their typical lineup.
Enter the Serica Parade.
Serica Parade
The case design is inspired by venues that host grand sporting and musical events, and fittingly, it’s called the “Stadium.” While original, the case carries hints of the iconic Patek Philippe Ellipse, an elegant nod, and a refreshing shift from the many Cartier-inspired designs in this category. The small dial-to-bezel ratio preserves a hint of the brand’s sporty roots, while the interplay of polished chamfers and brushed surfaces elevates the case’s sophistication. Serica’s finishing is consistently impressive, and this watch is no exception.
Despite the dressier design, the Parade keeps the practical features of a sports watch. 100 meters of water resistance, for instance. That said, you might want to swap out the grained calf leather strap before leaping from the hotel restaurant into the pool.
The buckle mirrors the case shape and finishing—a subtle detail, but one that reveals the thought and care behind the design.
I love the name Parade. It’s spot-on for a watch meant to showcase elegance, design, craftsmanship, and just the right kind of attention at a formal event.
Inside, the watch houses the Soprod M100 automatic movement, the same one used in Serica’s Diving and Field Chronometer lines—though without COSC certification here. Still, with a 42-hour power reserve and a svelte 8.3mm case height, it hits the sweet spot for a dress watch: sleek, but fully functional.
The mirror-polished, domed sword hands are limited to hours and minutes—a deliberate choice. Serica says this minimalist approach frees the wearer from constantly tracking time, encouraging a more elegant, less hurried mindset. I like that philosophy.
The dial—available in satin black or brass—is decorated with 48 subtle guilloché "S" patterns radiating from the center. It’s my favourite part of the design. The pattern adds depth and craftsmanship without overwhelming the minimalist aesthetic.
True to form, branding is understated. The only mention of the brand appears at the bottom: “Serica Swiss.”
The highly polished half-sphere hour markers circle the sunburst dial, though I’ll admit, they’re my least favourite element. I think a cleaner dial, without indices, would have leaned more into the minimalist aesthetic—something akin to the “Must de Cartier”. That said, if the watch had to have hour markers, these are a tasteful compromise.
I suspect the Parade might appeal more to Serica’s female audience. But I appreciate that it hasn’t been labelled as a ladies’ watch. It’s designed for any wrist and any occasion, and I fully support the industry’s move away from rigid gender distinctions in watch marketing. This piece looks just as striking with a tailored suit as it does with an elegant dress, so why limit it?
Priced at €1,490 it’s just below Serica’s COSC-certified Diving Chronometer. But given the unique case design, refined finishing, and intricate guilloché dial, the value is more than justified.
Personally, as someone whose idea of dressing up consists of swapping joggers for jeans, while I do admire the watch, I probably wouldn’t wear it. I’m impressed though by Serica’s bold leap into unfamiliar territory and the fact that they pulled it off so well. It shows the brand isn’t confined to sport watches; they’re building a portfolio that’s versatile, elegant, and exciting.
And I doubt the Parade will be the last surprise we see from them.
The timing is spot on, too. Smaller watches are making a comeback, and there’s a growing fascination with quirky 1970s designs—clearly an influence here. As someone who spends far too much time staring at watches online and in person, it’s refreshing to see a genuinely new case design.
Watch expert, Teddy Baldassarre, recently highlighted Serica in a video about small brands with big futures. One reason? Their ability to consistently release great watches. I couldn’t agree more. Serica is on track to become one of the greats.
Serica Parade Tech Specs -
- Case size : 35mm x 41mm
- Material : 316L stainless steel
- Thickness : 8.3 mm
- Dial: : Satin black, guilloché and sunburst finish
- Hands : Polished mirror-finished curved hands
- Movement : Swiss automatic M100
- Water-resistant : 100m (10BAR)
