by Tyler Frederick
Strats & Serica
The watch world is probably one of the most creative communities you can be a part of. From artists to designers to musicians, there are so many different avenues of creativity, and what brings us together are these small mechanical objects that tell us the time. I’m well aware they do more than that, obviously, but you get my point.
With this series, I’ve been very fortunate to connect with some of the most amazing people, not only through watches but also through our love of music, guitars, gear—everything that involves melody, harmony, and rhythm. I recently had the pleasure of speaking with Jérôme Burgert, the co-founder and designer of Serica. We dove deep into his extensive music tastes, his guitars, favourite watches, and his aspirations with Serica, so let’s get into it.
Check out the Tone & Time Misha Mansoor Interview
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Check out the Serica Ref. 5530 Dive Chronometer
My name is Jérôme Burgert. I’m the co-founder and designer behind SERICA Watches, a brand we founded back in 2019 with my associate Gabriel Vachette to share our vision of contemporary watchmaking.
What did your early days look like when you were starting out musically or creatively?
Both musically and creatively, I believe the early days should be about discovery — absorbing and consuming, with a strong appetite, what has been done before.
Studying the greats, in any creative field — whether it’s stepping inside a building by Ando Tadao or sitting on a piece of furniture by Alvar Aalto, listening for the 1000 time the same Stevie Ray Vaughan solo, or holding for the first time a Patek Philippe 3970 — is the only way to develop a deeper understanding of what made them the staples they remain today.
Once you understand what truly moves you, what triggers a specific emotion, only then can you dare to offer your own take on it.
Who were or still are your biggest musical influences?
Like many people, I went through different phases and styles that I still listen to and play today.
I was raised on jazz by my father from a very young age. Later, I gravitated toward folk and Americana — Bob Dylan, James Taylor, Johnny Cash, Willie Nelson. I was first drawn to their writing and storytelling, then to their melodies and their refusal to overproduce their recordings.
I then fell deeply into Brazilian bossa nova, its gentle grooves and poetry — João Gilberto, Tom Jobim, Vinicius de Moraes, Caetano Veloso, Chico Buarque, and so many others.
More recently, I realized that lead blues guitar was what I had been listening to the most, even though I had never really dared to play it. Once I bought my first Stratocaster and amp combo, thanks to a friend, there was no turning back !
I’ve been particularly drawn to the laid-back elegance of the Tulsa sound. JJ Cale, Eric Clapton, and Mark Knopfler remain major influences, but I must also mention John Mayall, Peter Green, and Snowy White. There are simply too many to name.
What was the first watch you fell in love with or owned? Do you still have it?
The first watch I owned was a Flik Flak, bought with money my grandmother had given me. It’s a small battery-powered watch with a black anodized steel case and a light grey fabric strap.
I was five years old — and yes, I still have it.
What’s your favourite watch from your current collection?
That’s a tough question. Are we talking about my SERICA collection, or the wider personal collection?
From the designer’s standpoint, it would be the Ref. 1174 Parade. It was a freer and more challenging exercise. Creating a new form — simple enough to be timeless, yet singular enough to be unmistakably ours — was quite a journey. I’m very proud of how it turned out. It embodies an understated elegance that I deeply appreciate.
Outside of SERICA, I’m drawn to design and stories. I own a rather rare Rolex 6590 from 1959 in perfect condition. Its « bombé” lugs are very distinctive, and the proportions of its 33mm case with a 19mm lug width are a true sweet spot — discreet yet very present, especially in 14k gold.
I acquired it recently through a friend, a vintage watch dealer who was the first person to open his door to me and introduce me to serious watchmaking.
And yes — call me a snob — but I’ve yet to see another one on somebody else’s wrist. That feels special too.
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Do your philosophies with music or gear tie in with how you create new pieces for Serica?
Absolutely. The emotion is the same; it simply materializes differently — whether through tones, melodies, and lyrics, or through dials and hands.
I’ve always been drawn to what is relevant and well crafted. I believe that creates a very utilitarian form of beauty that wins me over again and again. It simply makes me happy.
In a way, I’m always searching for — and trying to create — the simplest things that you cannot forget.
With Serica’s impressive growth over the last few years, do you have a target for how large you want the brand to become?
Growth is positive — it allows us to share what we do with more enthusiasts and newcomers. But it also brings challenges.
Of course, we aim to grow and produce more watches. But our priority remains unchanged: to offer high-quality timepieces that embody everything we believe in.
Why do guitar players and watch enthusiasts often overlap?
I believe we love both for similar reasons.
Combining mechanical precision with artistic expression creates something magical. Both the watch and the guitar become intimate objects — functional, expressive, and deeply personal.
It’s a very special bond.
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What does your current rig look like?
I can’t stop playing my Gretsch Duo Jet 6128 — the 1957 reissue in Cadillac Green with TV Jones Dynasonic pickups and a Bigsby.
Every detail oozes quality: the woodwork, binding, hardware, inlays — even the pickguard and armrest. It’s lighter than a Les Paul, smaller than a 335, with a fantastic neck.
It can sound round and full on the neck pickup or bright and twangy on the bridge. It’s certainly not the most versatile instrument ever made, but it simply screams joy to me.
At home, it’s plugged into a Supro Delta King 10. I love being able to crank the volume while lowering the master output — it creates a natural overdrive without extra gear, and I can still play in the living room while the neighbors sleep.
Is your love for watches as intense as your love for music?
It’s the exact same kind of love to me.
I’ll always own more watches than guitars — I started earlier, and they’re easier to store — but they make me happy for the same reasons.
Just as I don’t wear a different watch every day, I don’t play a different guitar every day. I like spending long periods with each one — building memories, learning new tunes, understanding their nuances.
Time makes objects more beautiful. It softens them, adds patina, shows wear, and shows love. There is no shortcut to that.
If you could keep only one watch?
That’s cruel.
I’d probably keep either a Parade or the first prototype of the Ref. 8315-2 GMT on its Expedition bracelet.
It’s beautiful, relevant, and sophisticated. It carries the romance of adventure, and its earthy tones pair effortlessly with what I wear. Perhaps too effortlessly — it’s been my easy choice for years.
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Big brands or microbrands?
I’m a fan of vision — of people who go the extra mile, without shortcuts or concessions, to give form to their dreams.
Every major brand once started small, with a vision in mind, and founders who would commit to it. Size doesn’t mean much to me.
I try to look at watches and brands beyond marketing and storytelling. Good design, when true to its ethos, speaks for itself.
So yes — I definitely enjoy both.
Best guitar you’ve ever played?
Probably my friend Olivier Louvel’s 1961 Fender Stratocaster in Sonic Blue — an absolute beauty.
Among currently available guitars, it would be the Gretsch I mentioned earlier… which I also bought thanks to him!
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If you could pair one Serica with your favourite guitar?
The Parade again.
Green and gold has always been a favourite pairing of mine. The Ref. 1174 with the guilloché brass dial on the olive green alligator strap pairs beautifully with the Cadillac Green Duo Jet and its gold hardware.
What does 2026 have in store for you? Anything you can tell us?
I probably shouldn’t say… but I’m too excited.
A lot will happen. You can expect a Serica favourite to receive a new complication — and an entirely new collection.
I’ll stop right there.
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What’s one recommendation, anything you’d like, that our readers should check out? Literature, music, watches, etc.
I enjoy reading crime novels. I was recently gifted the first two books by British novelist John Brownlow: Agent 17 and Assassin 18. If you enjoy fast-paced, James Bond-meets-Mission Impossible thrillers, you’re in for a treat.
Musically, I can never resist recommending Bill Callahan’s Gold Record. It has been a constant favourite of mine since its release.
Time to wrap it up…
Curating such amazing people for this series has made me grateful to have such incredible friends in the watch world, but it has also opened my eyes to how many of us are connected to so many different walks of life. From creating one of my favourite brands to discussing guitars and everything music, I’m lucky to have the chance to call Jérôme a friend. Thanks for giving me your time, brother. It was an absolute pleasure.
Thank you for taking the time to read another one-on-one, connecting the world of music to the beauty of horology. Until next time, have a fantastic morning, afternoon, or evening, and I’ll see you in the next one!
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About the author
Born into a family obsessed with motorsport, Tyler Frederick became enamoured with speed and beautiful cars at a young age. His love of Formula 1–and all things mechanical–eventually lead him to horology. You can follow him on Instagram.
Check out these other articles from Tyler:
Tone & Time – The Misha Mansoor Interview
Pulsar P2 2900 vs Hamilton PRS
30th Anniversary Casio G-SHOCK DW-6900TR
Tone & Time articles are where horology meets harmony—a space dedicated to the shared language of watches and music. From in-depth interviews with industry figures, musicians, and creatives, Tone & Time uncovers the rhythm behind craftsmanship and the connection between lovers of music and watches.