Serica

Serica was founded in 2019 by Jérôme Burgert and Gabriel Vachette in Paris, France. The brand name derives from the ancient Greek and Roman geographical term for the easternmost country in Asia (believed to be North China), accessible only via the Silk Road—symbolizing exploration and adventure. Burgert, previously an editor at French watch magazine Les Rhabilleurs and product designer for Joseph Bonnie, combined his extensive watch industry experience with Vachette's expertise to create the brand. Serica launched with the 4512 and 5303 models, quickly establishing a clear design language and loyal following. The brand initially used ETA movements before transitioning through STP to their current partnership with Soprod, whose M100 movement powers their chronometer-certified pieces. By their fifth anniversary in 2024, Serica had expanded to include the 6190 field chronometer, 8315 travel chronometer (GMT), and the 1174 dress watch line.