New but also timeless – The Serica Parade 1174-1

Timeless is a word that to me, I try to avoid. Not because is overused but because thankfully, time hasn’t passed long enough to tell me if something hasn’t workout in terms of design.

I’ve seen many good ideas in the past that have aged terribly; cars or objects, you name it. But when a design is good, it just stays in your head for generations. So, what is good design? It is all very subjective but when less debate there is about the looks of an object, the aging process is usually better.

Coming up with a timeless design is not an easy task, but there is usually a formula, and it usually comes with a dose of simplicity, a dash of uniqueness and a pinch of flamboyancy. Play any of those elements wrong, and the final product will be a bland object that is not original in the first place.

We must also take into consideration de category we might be talking about, and sure, lines have been blurred over the last years in the watch scene between sports and dress watches, but usually, a less complicated one is easier to work with. This is not because there is less ‘’stuff’’ but because de design is not bound by functionality. For example, it is easier recreate a non-chronograph or a diver’s watch simply because it doesn’t need to display multiple elapsed times.

All this rambling brings us to the new Serica Parade 1174. A watch that seems to be using the bare minimum to tell the time with a high level of refinement to make it special. Once on the wrist you will start thinking on how this object has so much dedication to it.

We were lucky to get good time with this ref. 1174- 1 which is the brass dial variety and yes this is my attempt to get away from black dials, but I truly believe that this version is special. Join me to discover more on Serica’s classic take of a dress watch.

The specifications

We or at least me, have been on a quest for shaped watches. There is something very pure when it comes to a lugless design because measurements won’t tell the whole story and it is the same with the Parade. The stainless-steel case goes for 41mm in length and 35mm in diameter, you might say that it is a small watch, but I am here to tell you that is not. It is a contemporary take on elegance, and what I mean by that is that it has some good presence by avoiding feeling like a vintage watch, classy but also modern.

The case is dominated by that beautiful brushed bezel which is imposing and gives away the true nature of the Parade: a non-conventional dress watch because of its water resistance. Touching on this point, the construction of the case is something that we should highlight, and while a screw down or snap-on case back will do for many brands, the 3 layer construction (screws actually going into the mid case) allows the Parade a water resistance of 100 meters. Inside we can find a Swiss calibre, the Soprod M100 automatic which has been COSC-certified and has a power reserve of 42 hours. I will not lie and say that I was expecting a manual movement but the convenience of an automatic by keeping the thinness at 8.3mm has won me over.

Leaving the best for last is the dial. The oval shape dial is a masterpiece in its own right, it has a guilloche pattern which extends until the edge with a subtle curvature, while 12 lucky of them will end up with a polished steel pearl. The effect is incredible as it appears to give you this ‘’into the void’’ look and draws you to the middle of the dial where you can find the 2 small curved blacked polished hands.

I am still wondering how the 1174-2 black version would look like; I think it would be quite an eye candy too.

On the wrist

As mentioned, the dimension suggests a much smaller watch, but it really isn’t, even to the point that I’ve been thinking if Serica should consider an XS version of this watch but that is another topic. The Parade wears nicely on my 6.25-inch wrist, it is a very easy watch to wear not only because of the ergonomics, but also because of the grain leather strap which tappers to a fine 14mm and ends with a matching ‘’stadium’’ shape buckle. This detail not only adds sophistication to the Serica but also the bevelled details shows the high level of attention that is present on this brand.

I wore the Parde mostly at the office environment and at home, it feels great in both places, not only because of the size but because it really feels like a second skin, it is thin and easy to use. I did not have the chance to use it a very formal environment, but I am sure it will not disappoint.

Part of the versatility is the legibility which is helped with the design choices of the polished dots and guilloche pattern. The water resistance is something that we also take for granted in plenty watches, and I can tell you it was liberating that the watch did include some good water resistance, it just feels at home for a more everyday proposition.

The parade is not a sports watch but is not trying to be one, it just blends elements from both categories and creates a more cohesive everyday experience.

Concluding thoughts

We can safely say that dress watches are here to stay. The fact that we have watches like Parade which is an original design with a great level of quality and a very reasonable price, it means that we are spoiled for choice. Coming back to the price the Serica Parada ref. 1174-1 is listed at 1275 GBP, very competitive and including all the refinements that a modern watch should have.

We applaud Serica for taking the leap on a watch that is not a tool one by nature, it really contrast with their catalogue but we know that the French duo is not afraid to make us turn around and make us remember that not everything is about how deep it goes or how much magnetism can withstand, is all about how it makes you feel and the Parade does make you feel special.

It would be great to see variations of this dial, like a grey anthracite or even a royal blue, but I am sure in Serica’s studio, they are already playing with different patterns. Let’s wait and see.

Technical Specifications

Material: 316L steel

Water resistance: 10BAR (100M)

Dimensions: 35 mm x 41 mm

Thickness: 8.3 mm

Lug to lug: 18 mm

Finishes: Polished-satin

Crown: Non-screw-down

Caliber: Soprod M100

Finishes: Côtes de Genève

Movement: Swiss mechanical self-winding 25 jewels

Power reserve: 42 hours