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. 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. Cased in a vintage-faithful 37.5mm stainless steel case, the watch can be altered according…
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