A Closer Look at the Sero Watch Company Signature

There is no shortage of new watch brands, to the extent that it is hard to keep track of them all. However, when a former CEO of a major brand points out a new entry in the market, curiosity is sparked. That former CEO is still very much vested in the industry, even with a watch brand of his own, yet not at all involved in the brand he pointed out to me. The story behind it is a bit cliché: two friends love watches and decide to make their own. The name of the brand even combines the first two letters of their names: Sergino and Robert, making Sero Watch Company. And that is where the cliches stop.

The true story about Sergino and Robert is one for classic proportions and a sense of style that risks being forgotten. Their first model, the Signature, is the result of years of slowly but steadily working towards their perception of perfection. It resulted in a 37.5mm stainless steel case that combines elegance with strength. It is a powerful proposition, with a relatively thin bezel, slim profile, and nice balance between brushed and polished finishes. It isn't in your face, but it doesn't go unnoticed either. It simply has a natural sense of style that is not so easy to achieve.

The biggest challenge the case faces is competing with the dial. Sergino and Robert opted to keep the dial clean yet impactful. Its vertical brushed finish offers a beautiful play of light, further enhanced by deeply engraved Breguet numerals and a minute track of dots. It has a simplicity that goes very well with the case and, in spirit, resembles one of those salads you can have in Italy. It tastes like the best thing ever, and then you realize that all you are eating are tomatoes, a bit of olive oil, a pinch of salt, some fresh basil leaves, and a burrata.

Sergino and Robert invested wisely, putting money where it mattered. They opted for a bold set of hands, which are hand-blued, to do justice to the rest of the watch. The same goes for the movement, visible when we turn the watch over. It shows a Swiss-made Sellita SW210-1b manual movement with an uncommonly nice elaboré finish for a modestly priced micro-brand. That makes the Sero Watch Company Signature the whole package, as they even opt for a refined strap made from Ostrich leg or Epsom leather, another uncommon feature for watches at this price range. A beads-of-rice bracelet is also an option, for when you prefer metal over leather.

The Signature is available in four different dial colors. This includes classic silver and gold, as well as a nice shade of ice blue and a bold red, which offers a great contrast with the blued hands. The retail price is €1,199, yet is deducted to €999 during the pre-order, and even to €890 for the first 150 watches. For that amount, you get a very mature watch that is very likely to age beautifully, while providing daily joy on the wrist. With the Signature, Sergino and Robert achieved what they set out to do: revive a classic sense of style by perfect proportions, and that not only for a modest price, but also as the first watch they ever created. Talking about promising!

For more info, visit Sero Watch Company, here.