SERICA WATCHES
SERICA Watches is a Paris-based independent watchmaker founded in 2019, designing and selling COSC-certified Swiss mechanical chronometers (SOPROD M100/C125 movements) across five collections at $1,267–$2,429, distributed via DTC e-commerce, a single Paris boutique, and a restricted authorized reseller network serving luxury collectors and specialty professional segments.
- Company typePrivate
- Founded2019
- HeadquartersParis, France
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What SERICA WATCHES does
SERICA Watches is a French independent watchmaker founded in 2019 in Paris by Jérôme Burgert, operating as COMPAGNIE DES MONTRES SERICA (SAS, RCS Paris 887 674 232). The company designs, manufactures (via Swiss SOPROD M100 and C125 calibres), and sells mechanical wristwatches across five core collections — Ref. 6190 (waterproof chronometer), Ref. 7505 (compact 35mm waterproof chronometer), Ref. 5303 (professional diving chronometer, 30 ATM, with antimagnetic cage up to 50,000 A/m), Ref. 8315 (travel/GMT chronometer), and Ref. 1174 Parade (dress watch) — with all collections except the Parade COSC-certified by the Contrôle Officiel Suisse des Chronomètres. Cases are 316L stainless steel with sapphire crystals, enamel dials, and SuperLuminova C3 lume; watches retail from approximately $1,267 (7505) to $2,429 (8315), with a single €200 dry-point diamond engraving service available as a customization option.
SERICA operates a direct-to-consumer model anchored on the serica-watches.com Shopify storefront and a single flagship boutique/atelier at 32 rue de Turenne, 75003 Paris, supplemented by a deliberately restricted network of authorized international resellers. Revenue streams include watch hardware sales (primary), accessories and straps (rubber, nylon, leather, 316L steel Bonklip®/Vesper Mesh/Expédition), after-sales service and overhauls (€60–€374), and custom engraving. The company sells globally with DDP terms (excluding India, Russia, and Ukraine), accepts card, PayPal, Shop Pay, Klarna, Alma, and USDC payments, and runs a content program (Serica Stories documentary series, Le Bulletin, multi-channel social) to build a brand community around horology, professional diving, and French military heritage.
The customer base consists of discerning luxury watch collectors, frequent travelers needing GMT functionality, and specialty professional segments served through exclusive co-development collaborations — notably the Ref. 5303 PLD with the Amicale des Plongeurs Démineurs (French Navy EOD divers) and the Ref. 6190 EDG with the Association MARS of the École de Guerre (French War School). SERICA is privately held and bootstrapped (no disclosed funding rounds), with all COSC-certified overhauls performed in-house at the Paris atelier and a 10-year spare parts guarantee backing each sale.
SERICA WATCHES firmographics
Firmographics- Name
- SERICA WATCHES
- Legal name
- COMPAGNIE DES MONTRES SERICA
- Website
- https://serica-watches.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SERICA Watches is a Paris-based independent watchmaker founded in 2019, designing and selling COSC-certified Swiss mechanical chronometers (SOPROD M100/C125 movements) across five collections at $1,267–$2,429, distributed via DTC e-commerce, a single Paris boutique, and a restricted authorized reseller network serving luxury collectors and specialty professional segments.
- Ownership category
- akta.pro rank
SERICA WATCHES industry classification
Industry- Product category
- Luxury Mechanical Watches
- NAICS
- Jewelry and Silverware Manufacturing (33991)
- SIC
- Watches, Clocks, Clockwork Operated Devices/Parts (3873)
- akta.pro primary industry
- Luxury Mechanical Watches (CRAKADAA)
- akta.pro secondary industries
- Watch Manufacturing (Movements, Cases, Dials, Assembly) (CRAKADAJ), Complications & Haute Horlogerie (CRAKADAG)
Keywords
Where SERICA WATCHES is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices3 records
Markets served
SERICA WATCHES business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Watch Sales: Primary revenue stream from direct sales of mechanical watches across five main collections: 4512 (waterproof chronometer), 6190 (waterproof chronometer), 5303 (diving chronometer), 8315 (travel chronometer/GMT), and 1174 (Parade dress watch). Watches are sold at fixed retail prices with free secure shipping on watch orders.
- Straps and Accessories: Sales of replacement straps (rubber, leather, steel) and accessories including travel cases, buckle accessories, and end-links. Available through the same e-commerce platform and boutique.
- After-Sales Service and Repairs: Comprehensive repair and maintenance services including complete overhauls (240-374 EUR depending on reference), rate adjustments (60 EUR), case polishing (quote-based), case and strap cleaning (60 EUR), bezel restoration (40 EUR), and waterproofing services (30-80 EUR). Services are provided at the Paris workshop or via certified international partners.
- Engraving Services: Custom engraving service performed in Paris using traditional dry-point diamond technique. Offered at 200 EUR per watch, available at time of purchase or for existing watches already owned by customers. Includes personalized design consultation, BAT validation, and quality controls.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Ref. 1174 Parade - Dress watches in steel with automatic movement |
| One time/ perpetual license | Pay-as-you-go | Ref. 8315 Voyage/GMT - Dual timezone travel chronometers |
| One time/ perpetual license | Pay-as-you-go | Ref. 7505 - Compact waterproof chronometers (35mm) |
| One time/ perpetual license | Pay-as-you-go | Ref. 5303 - Professional diving chronometers |
| One time/ perpetual license | Pay-as-you-go | Ref. 6190 - Versatile waterproof chronometers |
| Unit Pricing | Pay-as-you-go | Repair and Service Pricing |
| Unit Pricing | Pay-as-you-go | Engraving Service |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels12 records
SERICA WATCHES product offering
Product offeringCore offering
SERICA designs, assembles, and sells Swiss mechanical wristwatches across five main collections (Réf. 6190, 7505, 5303, 8315, and 1174 Parade), most of which carry COSC-certified chronometer movements housed in 316L stainless steel cases with sapphire crystals. The company also offers a full line of straps and bracelets (rubber, nylon, leather, steel), an artisanal dry-point diamond engraving service, and complete after-sales service including overhauls and waterproofing from its Paris atelier.
Product overview
SERICA is a French independent watchmaker founded in 2019, specializing in robust yet refined mechanical watches. The product portfolio centers on five main watch collections — Réf. 6190 (waterproof chronometer), Réf. 7505 (compact waterproof chronometer in 35mm), Réf. 5303 (professional diving chronometer at 30 ATM with magnetic resistance cage), Réf. 8315 (travel/GMT chronometer), and Réf. 1174 Parade (dress watch) — all equipped with Swiss SOPROD mechanical movements (M100 or C125), sapphire crystals, and enamel dials. Most references are COSC-certified chronometers. The offering is complemented by a full accessory line: rubber Sport bracelets, nylon PLD straps, leather Parade and lizard bracelets, and 316L steel Bonklip®, Vesper Mesh, and Expédition bracelets. SERICA also offers a customization engraving service (dry-point diamond technique, €200) and comprehensive after-sales service from its Paris atelier, including COSC-compliant movement overhauls every 5–8 years.
Differentiator
Problem solved
Functional benefit
Brands
- SERICA Chronicles: Brand storytelling platform featuring stories and films about individuals and the brand.
- SERICA Sport
- Le Bulletin
Products and services
- Référence 6190 – Chronomètre Étanche
Quantifiable outcome
- COSC certification requires daily rate accuracy between -4 and +6 seconds across 5 positions and 3 temperatures over 15 days of testing
- +2 more outcomes
Companies that use SERICA WATCHES
Customer profileSegments4 records
Ideal customer profiles4 records
SERICA WATCHES technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
SERICA WATCHES partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- SoprodcoreStrategic collaboration with Swiss movement manufacturer Soprod for the supply of COSC-certified mechanical calibers. SERICA uses the M100 caliber for references 6190, 6190 M.S.L., and 5303, and the C125 GMT caliber for references 8315. This partnership ensures reliable Swiss mechanical precision as the foundation of every SERICA timepiece.
- COSC (Contrôle Officiel Suisse des Chronomètres)coreSERICA collaborates with COSC for official chronometer certification of all movements. COSC is an independent, non-profit organization recognized as a public utility since 1973. Their rigorous 15-day testing protocol across 5 positions and 3 temperatures provides the official 'Chronometer' designation, with only 6% of Swiss exported watches achieving this distinction.
- DHL ExpresscoreExclusive shipping partner for all watch deliveries worldwide (except India, Russia, Ukraine). DHL provides complete pickup and delivery service, full insurance coverage, and administrative handling including customs clearance (DDP - Delivered Duty Paid). Same partnership applies for secure return shipments under warranty or repair services.
- Global BlueminorTax refund partner for in-store purchases by non-EU residents. Allows international customers purchasing at the Paris boutique to receive VAT refunds through Global Blue's service, subject to customs validation at EU exit points.
- ShopifycoreE-commerce platform powering serica-watches.com. Shopify provides secure payment infrastructure (Shopify Payments), Shop Pay one-click checkout, and encrypted transaction processing. All customer data including order information is hosted within WooCommerce solution by Automattic with high-security standards.
- Automattic (WooCommerce)coreWooCommerce platform by Automattic hosts SERICA's customer data including order information. Platform employs high-security measures including two-factor authentication to reduce risk of unauthorized access or data disclosure.
- Amicale des Plongeurs Démineurs (French Navy EOD Divers Association)coreClose collaboration for development of the Ref. 5303 PLD (Plongeurs Démineurs) special edition. The collaboration adapted SERICA's diving chronometer to meet specific operational requirements of French Navy explosive ordnance disposal divers, including the exclusive DT MAX dual graduation ceramic bezel and historical-inspired PLD straps.
- Association MARS de l'École de Guerre (French War School)coreMulti-year collaboration creating exclusive Ref. 6190 EDG (École de Guerre) editions reserved for trainee officers of each cohort. The timepiece embodies shared values of authenticity, commitment, and excellence. Features secret signature with famous winged anchors emblem associated with sword and flame, honoring French military horological tradition.
- Certified International Service PartnersminorNetwork of rigorously selected partner workshops outside Europe for customers who cannot access the Paris atelier. Partners are trained to SERICA standards and have access to original spare parts. Any intervention by non-authorized watchmakers voids the warranty immediately.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
SERICA WATCHES competitors and assessment
Company assessmentDirect peers
- Yema: French independent watchmaker with heritage, producing mechanical dive, GMT, and field watches at similar price points. Comparable on French origin, mechanical-only catalog, and tool-watch aesthetic that overlaps with SERICA's 6190 and 5303 references.
- Farer: UK microbrand producing mechanical GMT, dive, and field watches with vintage-inspired design language. Comparable on indie brand positioning, mechanical-only catalog, similar price band, and DTC-led marketing approach.
- Christopher Ward: UK-based independent watchmaker selling COSC-certified Swiss mechanical watches direct-to-consumer at $1,000-$3,000+. The most direct comparable on DTC-led GTM, COSC-tier chronometer positioning, and accessible-luxury mechanical pricing.
- Bell & Ross: French luxury watch brand (now under LVMH) specializing in instrument-style watches with military and aviation heritage. Comparable on French identity, military-affiliated positioning, and tool-watch aesthetics that overlap with SERICA's 6190 and 5303 collections.
- Monta Watch Company: US-based microbrand producing Swiss-made mechanical watches with sport and dive references at $1,500-$4,000. Comparable on indie positioning, Swiss movement sourcing, and DTC e-commerce-first distribution.
- Baltic Watches: French microbrand producing affordable mechanical watches with vintage-inspired designs and in-house-style calibers. Closely comparable to SERICA on geography, DTC-led GTM, and accessible-luxury price positioning (~$700-$2,500).
Broad incumbents
- Hamilton: Swatch Group brand with heritage in military and field watches, producing mechanical Khaki and Jazzmaster lines at $700-$2,500. Comparable on tool-watch heritage, military heritage associations, and accessible mechanical price points where SERICA competes.
- Tudor: Rolex-affiliated heritage brand producing COSC-certified mechanical dive, GMT, and field watches in the $2,000-$5,000 range. Sets the benchmark for accessible-luxury mechanical chronometers and represents SERICA's primary competitive reference point for value and brand prestige.
- Certina: Swatch Group brand producing COSC-certified mechanical dive and sport watches in the $700-$2,000 range. Competes head-to-head with SERICA on chronometer certification and accessible-luxury mechanical pricing, with vastly broader global distribution.
Emerging players
- Squale: Independent brand with dive-watch heritage producing mechanical dive watches in the $1,000-$2,500 range. Directly overlaps with SERICA's 5303 diving chronometer in use case and price band, though more narrowly focused on dive heritage.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
SERICA WATCHES social profiles
Digital presenceSERICA WATCHES compliance and trust
Trust signalCompliance3 records
SERICA WATCHES financial estimates
Financial estimateRevenue estimate
Valuation estimate
SERICA WATCHES leadership team
Management profileNumber of profiles
Profiles1 record
SERICA WATCHES funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SERICA WATCHES M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SERICA WATCHES
What does SERICA WATCHES do?
SERICA designs, assembles, and sells Swiss mechanical wristwatches across five main collections (Réf. 6190, 7505, 5303, 8315, and 1174 Parade), most of which carry COSC-certified chronometer movements housed in 316L stainless steel cases with sapphire crystals. The company also offers a full line of straps and bracelets (rubber, nylon, leather, steel), an artisanal dry-point diamond engraving service, and complete after-sales service including overhauls and waterproofing from its Paris atelier.
Is SERICA WATCHES a public or private company?
SERICA WATCHES is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SERICA WATCHES founded?
SERICA WATCHES was founded in 2019. It employs 1 to 10 people.
Where is SERICA WATCHES based?
SERICA WATCHES is headquartered in Paris, France, in the Europe region.
How does SERICA WATCHES make money?
Four revenue lines are on record. Watch Sales are the primary driver. The others are straps and Accessories, after-Sales Service and Repairs and engraving Services.
Who are SERICA WATCHES's main competitors?
Direct peers on record are Yema, Farer, Christopher Ward, Bell & Ross, Monta Watch Company and Baltic Watches. Broad incumbents are Hamilton, Tudor and Certina. Squale is listed as an emerging player.
Does SERICA WATCHES have an API?
No public API is recorded for SERICA WATCHES.
What industry is SERICA WATCHES in?
SERICA WATCHES's product category is Luxury Mechanical Watches. Its primary akta.pro industry code is CRAKADAA, Luxury Mechanical Watches, with a secondary code of CRAKADAJ, Watch Manufacturing (Movements, Cases, Dials, Assembly). Its NAICS code is 33991 and its SIC code is 3873.