Valérarch takes on the challenge of designing an original timepiece that doesn’t appear to resemble any other watch design from the past.

SEOUL, KOREA, December 13, 2023 /24-7PressRelease/ — In the history of Swiss luxury watchmaking, Valérarch will be the first brand from South Korea to create their timepieces in Switzerland. South Korea is not well known for their watchmaking, but Valérarch has a long term vision to change that perception. With their first model, the Serenity, Valérarch took on the challenge of creating a design that is truly original – a design that doesn’t appear to resemble any other watch design from the past. This is known to be a hard challenge as even the biggest brands mostly rely on designs from their past catalog rather than envisioning completely new designs. Mechanical watches are inherently long lasting, even over generations. So it is crucial that the design has a timeless quality to it. But there is a certain threshold that new watch designs must pass in order to remain a classic over decades. Valérarch wanted to make a masterpiece, such as the Cartier Tank, a design that was created more than a hundred years ago but still to this day is elegant, modern, and desired. Valérarch took the time to perfect their design – spending over a year on just the design. Then another year of technical development and prototyping with their Swiss manufacturing partner, who has over 60 years of experience producing luxury timepieces. The result is the Serenity, a contemporary automatic steel sports watch with balanced proportions, modernity, and classical looks. The design language is largely based on curvilinear aesthetics found in modern sports car design and classical architecture – with organic curves, pointed arches, and sharp angles. Valérarch’s design philosophy is based on two concepts they term contemporary elegance and sartorial finesse. You can get a deeper idea of their unique aesthetic approach through their Serenity Collection Lookbook.

The Serenity is offered on three strap options. On the steel bracelet, the price is $3,300 USD, and on the calfskin leather or FKM rubber strap, the price is $2,860 USD. The pre-order window is between 2023.12.08 ~ 2024.01.15. They expect to begin shipping in October 2024. You can visit their Official Online Boutique to place a pre-order.

The movement, they call Cal. 3301 is a luxuriously finished caliber created in collaboration with Swiss movement manufacturer Sellita. It is based on the Sellita SW300-1b, which is the equal design to the original ETA 2892-A2, an iconic caliber developed in the 1970s and adopted by numerous major Swiss watch brands since – Omega, Breiting, IWC, Cartier, Longine, Chopard, and even the legendary George Daniels for his Millennium Wristwatch with a modified Co-Axial version of the ETA 2892-A2.

The thinness of 3.6mm is one of the primary reasons Valérarch chose this as the base movement, to offer an ideally thin 9.2mm case height, which provides the wearer a comfortable wearing experience. Cal. 3301 offers a heightened level of finishing with Côtes de Genêve, snailing, perlage, heat-blued screws, polished bevels, 4N rose gold finish, and skeletonized winding rotor & mainspring barrel. These details add up to bring out the beauty of the movement architecture and to have a coherent design language with the rest of the watch.

Valérarch is an independent luxury watch company founded in 2022 based in South Korea, aiming to create watch designs that transcend time in terms of aesthetics and build quality. The company is run by Founder and Designer, Brian J. Yook. For more information, please visit, or email Follow us on instagram at

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