Worn & Wound
Serica’s Parade is the Brand’s Most Ambitious Watch to Date
Nearly a year ago I sat in on a conference call with some colleagues and members of the Serica team, who outlined their upcoming slate of 2024 releases. They were particularly excited about a new watch they weren’t yet ready to show us that would debut toward the end of the year, a watch they claimed was a significant departure for them in terms of style, shape, and what enthusiasts have come to expect from Serica over the last five years. While not an anniversary piece, per se, they framed this release as one that celebrates the brand and their unique perspective on the watch world, and now, finally, having seen the new Reference 1174 Parade, their excitement makes a lot of sense. This is an ambitious release, and should go a long way in expanding what the community might expect from Serica going forward. Serica has built their brand on designing purpose built but elegant tool watches in the style of classics from the midcentury period made by Rolex and countless other historic brands. Their watches tend to have a very clear vintage influence without being too on the nose – they never mimic or borrow completely from any specific classic watch. The same holds true for their first watch in a more formal vernacular. The Parade jumps in the shaped case arms race with a dramatic oval, stepped case in what the brand calls a “Stadium” footprint: straight sides, but with soft, curved corners that suggest both roundness and length simultaneously. The watch might immedi...
