Serica Watches launched five years ago and has so far concentrated on tool watches.
It launched with a retro-styled military field watch, and has added diving watches and GMTs.
All are handsome, with Swiss automatic movements and coming in sub-€2000.
The Paris-based brand has now branched out from the tool watch game with something completely different.
The Serica Parade is a lugless ellipsoidal watch with a choice of dial colour.
The name was chosen, Serica says, because “whether we’re talking about fashion shows, military ceremonies or love rituals, the idea of the parade remains the same – presenting ourselves to the world with the best we have, and the best we are.”
It is powered by a Soprod M100 automatic movement with Côtes de Genève finishing.
The sunray finished guilloché dial comes in a black or a gold colour.
The watch comes on a grained calf leather strap with a pin buckle that echoes the after the vertically brushed bezel.
For anyone worried that Serica has forgotten its tool-watch roots, this dressy number is water-resistant to a reassuring 100m, should the need arise.
The Serica Parade Reference 1174 costs €1490