How Serica Is Building One of Modern Watchmaking's Most Distinctive Design Languages

Serica has become one of the most respected names in independent watchmaking, creating watches that combine the rugged capability of true tool watches with a level of elegance and refinement that feels completely their own. In this episode of The Micro Collector, I sit down with co-founders Jérôme Burgert and Gabriel Vachette to discuss how they built Serica from the ground up, the philosophy behind their distinctive design language, and why every detail—from the case and dial to the bracelet and clasp—is intentionally designed. We also discuss why Serica removed its logo from the dial, how the brand approaches expanding its collection while staying true to its identity, and get an early look at the new Serica Ref. 7505. If you're interested in independent watchmaking, product design, or branding, I think you'll enjoy this conversation. Chapters 00:00 Introduction to Serica Watches 00:20 The Founding Story of Serica 03:08 The Evolution of Serica's First Watch 05:42 Roles and Responsibilities in the Brand 08:27 Craftsmanship and Quality Control 10:23 Overview of Current Collections 13:06 Design Philosophy and Brand Identity 15:45 The Unique Approach to Branding 18:25 Investment in Straps and Bracelets 21:09 Sneak Peek of the New Watch 23:41 The Boutique Experience 26:20 Conclusion and Future Plans Learn More About Serica Website: https://serica-watches.com/ Instagram:   / sericawatches   Facebook:   / sericawatches   TikTok:   / serica_watches   Pinterest:   / sericawatches   YouTube:    / @sericawatches   LinkedIn:   / serica-watches   🎙️Subscribe to The Micro Collector for more conversations with the founders and operators behind some of the world's most exciting microbrand and independent watch companies. #serica #sericawatches #watchpodcast #toolwatch #fieldwatch #watchcollector #independentwatchmaking #watches #watchmaking