Serica Parade: A Unique Celebration of Quiet Elegance

The Concept

For the third creative campaign in a row with Serica, Worn & Wound teamed up to highlight the quiet elegance behind the brand’s new Reference 1174 “Parade.” Unlike flashy dress watches, Serica designed Parade to celebrate everyday moments—simple rituals, moments of gratitude, or small personal milestones. Worn & Wound's challenge was to convey that sense of understated celebration visually, presenting the watch not just as an accessory, but as a daily companion that elevates the ordinary.

The Solution

Worn & Wound Creative Services crafted a storytelling campaign rooted in visual nuance. They spotlighted Parade’s beautifully sculpted “stadium”-shaped case, minimalist two-hand dial, and intricate guilloché texture in settings that felt familiar yet refined—moments of daily life, rather than red-carpet glitz. The imagery emphasized how the watch pauses the rush of time, encouraging wearers to savor quiet elegance. By pairing context-rich narratives with clean, purposeful aesthetics, the campaign mirrored Serica’s philosophy: celebrate without shouting.

The Results

The campaign struck a chord, resonating not only with watch fans but also with people drawn to thoughtful storytelling. Social media shares, comments, and editorial features praised the Parade’s ability to feel luxurious without being ostentatious—an everyday tool that subtly marks special moments. For Serica, it reinforced brand continuity and elevated their emerging identity in dress watch territory. And for Worn & Wound, it demonstrated their knack for elevating product storytelling—strengthening their role as one of Serica’s go-to creative partners and fueling anticipation for what's next in the collaboration lineup.

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