The origin of Sero
Founded in 2023, Sero Watch Company is a boutique brand rooted in the Netherlands, born from friendship and a shared devotion to quality. The name Sero blends the founders’ names, Sergino and Robert, symbolizing unity, passion, and purpose.
But Sero holds a deeper meaning as well. In medical terms, it echoes serum, the vital element in blood that sustains life. For us, this serves as a fitting metaphor. Just as serum is essential and enduring, our watches are crafted to be lifelong companions, built with care, intention, and lasting value.
Sergino's journey into horology
Sergino’s fascination with watches began early in life. What started in the 1990s as a simple collection of digital watches from brands like Casio quickly evolved into a deep and lasting passion for horology. By his teenage years, he was already curating a serious and thoughtful collection.
As his tastes matured, he became increasingly drawn to timeless design. Fascinated by classical aesthetics, clean lines, and intricate mechanical movements, his collection gradually shifted toward highly collectible vintage chronographs and elegant three-handed marine and dress watches, many inspired by the enduring charm of pocket watches.
Some of his most vivid memories are from family vacations spent exploring watch boutiques and dealers alongside his father. These shared experiences became the foundation of a lifelong passion. Appreciating intricate craftsmanship, delving into mechanical wonders, and fully immersing himself in the art of fine watchmaking.
Robert's path to horology
Robert’s journey into the world of watches began early too in a similar fashion. As a child, he was captivated by the vibrant designs of Swatch watches, always wearing one and enjoying the variety of styles.
His fascination deepened as he admired his father's timeless three-hand classic, a simple yet elegant piece that left a lasting impression. In this he found the fascination of high end horology: the design of the hands, design of the case and also the use of different materials.
During his student years, and even more so when he entered the professional world, Robert’s passion evolved into a growing collection. Looking for elements which set watches apart through history, stories or design.
It was around this time that Robert and Sergino met. A longtime friendship followed next, while they quickly connected through their shared passion for design, mechanics, and the heritage of timepieces. Their friendship would go on to become not just a personal bond, but the foundation of a future vision. Together, they founded Sero Watch Company, a brand born from passion, friendship, and a shared commitment to quality.
Our philosophy
Sero was born from a true collector’s perspective. Driven by a collector’s quest for perfection and designed to resonate with fellow enthusiasts, every detail matters. From crafting the perfect length and shape of a watch hand to achieving the symmetry and balance of a dial, and employing artisanal techniques like heat-bluing steel, we constantly ask ourselves, “How can this be improved?” This relentless pursuit of excellence reflects the passion shared by collectors who deeply appreciate finely crafted timepieces.
We create watches that look, feel, and wear like the vintage pieces that inspire us. They are timeless in style, honest in construction, and refined in every detail. At Sero, we believe in transparency and no-nonsense. No fabricated heritage stories. No artificial “limited editions.” No exaggerated claims. Just exceptionally well-designed and thoughtfully made watches, created to be worn, cherished, and passed down through generations.
Every Sero watch reflects our core values: authenticity, simple yet outstanding design, and mechanical excellence.
Inspired by the past. Built for today. Ready for the years to come.