Time and Tide Watches

Australian Watch Authority

  • Home
  • Shop
  • Reviews
  • Watch Fairs
    • Baselworld 2019
    • SIHH 2019
    • Baselworld 2018
    • SIHH 2018
    • Baselworld 2017
    • SIHH 2017
  • Club
  • Partners

08.06.2020
Nick Kenyon

MICRO MONDAYS: Serica watches, the revival of the affordable good watch

Serica was born only late last year when they were announced to the world as a brand that would offer a well-designed and robust timepiece at a fair price. They delivered in spades with their first watch, the Serica W.W.W. (standing for Wrist. Watch. Waterproof), inspired by the watches of the Second World War, where legibility and reliability were a priority that could not be compromised.

William Wood Watches

The idea behind the brand was seeded when its founders — including the magazine magnate and Instagram influencer Matt Hranek (who spends his days jet-setting around the world with a Negroni in hand, living a life that many dream to pursue) — found themselves unable to find a good-looking wristwatch that didn’t cost an arm and a leg. In response to this frustration, they looked to the middle of the last century for a design, arriving at a cleanly executed military-inspired form that was both customisable and without branding. That’s right, a watch launched in 2019 without a logo on the dial. An unusual approach, but one that works beautifully with the no-nonsense philosophy that was the driving force behind its development.

Serica watches

Cased in a vintage-faithful 37.5mm stainless steel case, the watch can be altered according to the aesthetic tastes of the client, with the hands, dial and strap available in two different options. For the hands, the choice is between Alpha or Broad Arrow, depending on how much you want them to dominate the dial.

Serica watches

The dial itself is available in either black or white, and the strap can be either black or brown depending on the leather you are most fond of. Apart from a railroad minute track, and both 24-hour and 12-hour Arabic hour markers, the dial is void of text or markings. Both the hands and hour markers have a healthy lashing of lume to stay true to the original military watches the Serica W.W.W. is based on.

Serica watches

Powering the watch is a Swiss-made manual-wind movement, a decision that delighted collectors rather than opting for a cheaper movement from Asia. The movement in question is time-only, with no date window to disrupt the symmetry of the dial, and further emphasising the pared-back nature of the watch.

Serica watches

In addition to the leather straps, there is also an option to upgrade to a steel ladder-style bracelet that only adds to the feeling that you have a vintage watch on your wrist. Best of all, however, and to fulfil the affordable component of the brand’s promise, the Serica W.W.W. is $540, and about an extra $100 if you want the bracelet.

Serica watches

At that price, the competition is significantly thinner than the $1000 mark, making it extremely compelling as a daily beater watch. For more details, visit Serica right here.

Tweet
Share
Share
Pin
Email
163 Shares

BECOME A SUBSCRIBER

Don't miss any of the action! Join the community to get access to our weekly news round-up, behind the scenes stories, and entrance into exclusive competitions.


SIGN UP NOW
BRANDS
A
A. Lange & Sohne
Aegir Instruments
Akrivia
Alpina
Angelus
Apple
Aquadive
Archimede
Audemars Piguet
Australian Brands
Autodromo
B
Ball Watch Co
Bamford Watch Department
Baume et Mercier
Bausele
Bell & Ross
Blancpain
Breguet
Breitling
Bremont
Briston
Bulgari
Bulova
C
Cartier
Casio
Chanel
Chopard
Christopher Ward
Corum
Creux Automatiq
CT Scuderia
Cvstos
D
Dan Henry
Dior
Doxa
E
Edox
Erroyl
Eterna
F
Farer
Filson
Franck Muller
Frederique Constant
G
Gavox
Girard-Perregaux
Glashütte Original
Glycine
Gorilla
Grand Seiko
Gucci
H
H. Moser & Cie.
Haigh & Hastings
Halios
Hermes
Hublot
HYT
I
Ianos
IWC
J
Jaeger-LeCoultre
Jaquet Droz
L
Linde Werdelin
Longines
Louis Vuitton
Luminox
M
Martenero
Maurice Lacroix
MB&F - Maximilian Büsser & Friends
Melbourne Watch Company
Mido
Ming
Monta
Montblanc
N
Nodus
Nomos
O
Oak & Oscar
Omega
Oris
P
Panerai
Parmigiani Fleurier
Patek Philippe
Perrelet
Piaget
R
Rado
Ralph Lauren
Raymond Weil
Ressence
Richard Mille
Roger Dubuis
Rolex
S
Seals
Seiko
Sevenfriday
Sinn
Spinnaker
Stowa
Swatch
T
TAG Heuer
Tangramatic
Tiffany & Co
Tissot
Tudor
U
Ulysse Nardin
Undone
Unimatic
Urwerk
V
Vacheron Constantin
Van Cleef & Arpels
Victorinox
Z
Zenith
Zodiac
  • Company
  • The Team
  • Contact
  • Latest
  • Archive
  • Privacy Policy
  • Cookie Policy
  • Refund and Exchange Policy
  • Twitter
  • Instagram

The original content on Time and Tide Watches is copyright protected. Please email us before re-posting our content elsewhere. When sharing our images on Pinterest or Instagram please use the credit ‘via Time+Tide' THANK  YOU

TIME+TIDE | MELBOURNE | AUSTRALIA | INFO@TIMEANDTIDEWATCHES.COM

© COPYRIGHT 2019 TIME+TIDE

  • Home
  • Shop
  • Subscribe Now!
  • Reviews
  • Video
  • Club
  • Partners
This site uses cookies as outlined in our cookie policy. Find out more.