January 15, 2025
Serica Parade: A Unique Celebration of Quiet Elegance
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There are occasions in life that are easy to consider special. They could be something as obvious as an important anniversary, graduation, or tickets to a musical. It’s easy to think of what clothes you might wear, or what watch you might grab for times like these. But life deserves more special moments than just the obvious ones—more moments of celebration, of gratitude, of friendship, or of reflection. These less apparent, but equally important instances also deserve some thoughtful curation that can enhance our ability to fully be in the moment… enter Serica’s Reference 1174, also known as the Parade.

Unlike traditional dress watches, the Parade is built for celebrating every day. Serica is known for its commitment to creating purpose-built tool watches for daily wear. Despite its unique and glossy form factor, with a mathematically perfect stadium shape, the Parade is a thin, automatic, water resistant, and reliable timepiece that transcends the very concept of the dress watch. But it’s the lack of features that makes this a watch for transforming seemingly mundane moments into daily celebrations.

Elegance isn’t about flashy details—it’s about thoughtful, understated choices that reflect who we are. Whether it’s a fashion show or a military ceremony, the idea remains the same: presenting the best of what we have with purpose and intention—that’s the essence of the name: Parade. It’s not about standing out for the sake of it, but about creating lasting impressions, both for others and more importantly, for yourself.

In that spirit, elegance becomes more than an outward expression—it’s about curating small, meaningful moments throughout your day. Whether it’s pausing to savor a quiet moment, enjoying a simple ritual, or choosing something that brings you joy, each choice adds up to a life that feels both refined and deeply personal. Best of all, behind the finesse of the Parade lies a mechanical, self-winding watch, water-resistant to 100 meters, truly designed for everyday life.

The Reference 1174 is available in two distinct dial options. One features a striking sunray finish on a brass surface and a distinctive pattern made up of 48 flowing S-shaped curves. There are 12 polished half-sphere markers that manage to catch the light just right, making it easy to read the time while keeping a clean design. With its unique texture, depth, and light-catching facets, this watch feels fresh with every glance. The sunray brass dial, with its warm blend of gold and steel tones, gives off a soft, radiant glow, reminiscent of an older brass surface.

The dial of the other Reference 1174 has a black, sunray finishing. This Parade is crafted with a layer of transparent enamel. The result is a deep, rich dial, that when combined with its unique radial guilloché pattern, made up of 48 S-curves against the polished hour-markers, creates a timeless appearance. This variant definitely feels like it’s made more for the wearer themselves, than for onlookers.

The Parade is inherently a celebration of simplicity. With no second hand and minimalist hour markers, time starts slowing, allowing you to truly be in the moment and relish in these special times. This lack of features almost gives you the permission to curate quieter moments, free from the constant ticking reminder that time never stands still. It’s also a great way to remind yourself that life is about living with a little grace and style—which stands in stark contrast to  stressing over every second that slips by.

 

Written by
Kyle Snarr

Photography by
Kat Shoulders

Wardrobe by
Taylor Stitch

in partnership with
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January 15, 2025