Behind Serica's Design Philosophy with Co-founder Jérôme Burgert

Lonely Wrist: All Things Watches & Horology

Ever wondered how a boutique watch brand rises to prominence in a saturated market? Join us as we sit down with Jérôme Burgert from Serica, who shares the captivating journey of creating a watch brand that fuses vintage inspiration with modern precision. Discover the genesis of Serica, co-founded with Gabriel, and their fascination with tool watches from the 40s to the 70s. Jerome offers his intriguing take on encountering counterfeit Serica watches on platforms like Alibaba, considering them as an unintentional nod to Serica's design influence and impact.
We explore Serica's unique design philosophy, which emphasizes simplicity, elegance, and practicality. Jerome details how Serica differentiates itself from brands like Rolex by innovating with distinctive hand shapes and thoughtful design choices. Get an insider's look at their current lineup, including the 6190 field chronometer, the 5303 diving chronometer, and the 8315 travel chronometer, each crafted with a keen eye for originality and functionality. Jerome also shares the challenges and triumphs of sourcing reliable movements, culminating in a successful partnership with Soprod, enhancing both the performance and aesthetics of Serica watches.
Dive into Serica's future aspirations as Jerome discusses plans for expanding their collection to include dress watches, chronographs, and women's watches, all while maintaining a focus on sustainability and timeless design. Reflecting on the emotional connection watch enthusiasts have with their timepieces, we ponder the sentimental value of a "daily beater" versus a "Grail watch." Jerome also shares insights into Serica's global vision and the importance of storytelling in creating a deeper appreciation for their timepieces. Whether you're a watch aficionado or just discovering the allure of finely crafted timepieces, this episode offers a compelling look into the artistry and passion behind Serica watches.
Check out Serica: https://www.serica-watches.com/en/

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Chapters

1. Behind Serica's Design Philosophy with Co-founder Jérôme Burgert (00:00:00)

2. Serica Watches (00:00:09)

3. Design Philosophy of Serica Watches (00:09:16)

4. Serica's Journey in Watch Manufacturing (00:22:06)

5. Designing Watches With Functionality in Mind (00:28:40)

6. Expanding Serica's Watch Collection (00:43:35)

7. The Emotional Connection to Watches (00:58:39)

8. Crafting Beauty in Watch Design (01:09:45)

9. Global Expansion and Brand Storytelling (01:15:26)