Jérôme Burgert is a French entrepreneur, designer, and watch collector best known as the co-founder and creative driving force behind the independent Parisian watch brand Serica. Established in 2019 alongside Gabriel Vachette, Serica was born from Burgert’s lifelong passion for horology and a vision to revive the “golden age” of mechanical tool watches.
Burgert’s professional journey to becoming a brand owner was shaped by a diverse range of experiences that refined his eye for design and storytelling. His background includes roles in marketing for Panasonic and working alongside master tailors in the bespoke suit industry, where he developed a keen understanding of proportions and fit. His immersion into the watch world specifically deepened during his time as an editor for the horological publication Les Rhabilleurs and as a product designer for Joseph Bonnie, a company specializing in watch straps and accessories. These roles allowed him to study the engineering and aesthetic principles of iconic timepieces, building a vast mental catalog of design elements.
In late 2019, Burgert launched Serica’s inaugural model, the W.W.W. (Wrist Watch Waterproof), a tribute to mid-century military field watches. Under his creative leadership, the brand quickly established a distinct design language characterized by “quiet luxury”—minimalist dials without prominent logos, high-quality finishing, and a focus on functional elegance. Burgert often emphasizes the concept of a “logical watch,” prioritizing contemporary utilitarianism over superfluous styling. This approach has led to the successful release of several core collections, including the 5303 diving chronometer, the 6190 field chronometer, and the 8315 travel chronometer.
Beyond his role as a designer, Burgert is recognized for his hands-on approach to business. He maintains a personal connection to the enthusiast community through Serica’s boutique in the Marais district of Paris, where he is frequently involved in daily operations and customer engagement. His commitment to technical quality is reflected in the brand’s strategic transition to COSC-certified movements through a partnership with the Swiss manufacturer Soprod. Today, Burgert continues to guide Serica’s expansion, focusing on creating versatile, reliable timepieces that bridge the gap between vintage inspiration and modern performance.