Pacific Coast Highway - Surfrider Beach (Swiss Automatic)

5.0
Rated 5.0 out of 5 stars
3 Reviews

 

Lōcī’s Pacific Coast Highway (PCH) watch is built for anything an outing on the world’s most iconic road, or anyplace else, can throw at it. Sporty and durable enough to hit the beach, take a swim, even catch a few waves (and wipeouts). Compact and comfortable for a long day behind the wheel and seeing the sights. Relaxed but easily stylish enough for drinks and dinner.

The case features Lōcī’s signature contemporary design language. The dual-layer, very finely textured dial is inspired by the color range of sand on Surfrider Beach — from almost white to a dark tan hue representing the wet sand where the beach meets the water.

10% of every PCH watch sale goes to the Surfrider Foundation, a California-based nonprofit dedicated to the protection and enjoyment of the world’s oceans, waves, and beaches for all people.

Are you ready to hit the road?

  • Movement: Sellita SW200-1 Swiss-made, 26 jewels, automatic winding
  • Dimensions: Diameter 39.5mm x Total Height 10.8mm x Lug-to-Lug 48mm
  • Water Resistance: 100 meters (screw-down crown)
  • Case: 316L stainless steel
  • Crystal: Sapphire with anti-reflective coating
  • Strap: Custom-designed, fitted FKM rubber strap; 20mm lug width (tapers to 18mm at buckle)
  • Lume: Swiss X1 Grade Super-LumiNova
  • Caseback Artwork by Christian Schulz
  • Packaging: Minimalistic, 100% recyclable
  • Build: Fully assembled, inspected and individually pressure-tested in the USA

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Why it's worth protecting:

SURFRIDER BEACH

Surfrider Beach is one of the original epicenters of the surfing-obsessed, beach-life vibe that put Southern California on the world’s cultural map. The stories, movies, and surfing legends these places inspired globalized the California Dream — an idyllic, egalitarian utopia at the far edge of the continent where dreams lie within reach and summer never ends.

It all started back in the 1950s and ‘60s on this hallowed strip of sand between the Pacific Coast Highway and the ocean in Malibu. Then and now, Surfrider Beach brings together everyone from young groms catching their first waves to some of pro surfing’s all-time greats. There are salty locals, weekend warriors and wave-seeking pilgrims from around the world here. It’s a community united by their love of sea, sand, and the California sun.

Surfers on beach at sunset iStock 171252100 crop
Surfrider Beach Malibu aerial iStock 1302653781 crop compressed

Surfrider Beach was dedicated as the first World Surfing Reserve in 2010 and is part of the Malibu Lagoon California State Park established in 1951. In addition to the sandy beach and ideal waves, the lagoon’s rare saltwater marsh ecosystem supports hundreds of bird and plant species.

The area’s dry climate and steep topography bring threats familiar to much of the California coast, including coastal erosion, mudslides, flash floods, and formerly rare coastal wildfires. These risks are exacerbated by climate change, which drives more frequent and severe rainstorms and periods of intense drought. Threats to the marine ecosystem are also present, including ocean pollution, oil spills, and runoff from coastal development.

The California surfing and beach lifestyles of the ‘60s, ‘70s and ‘80s were more than just superficial popular culture phenomena — they also helped power a countercultural movement. These communities and their standard bearers were at the forefront of the early environmentalist efforts in America.

A keen awareness of Surfrider Beach’s vulnerabilities made it the birthplace and namesake of the Surfrider Foundation, a leading-edge environmental organization created here in 1984. Now with thousands of volunteers dedicated to the protection and enjoyment of the world’s oceans, waves, and beaches for all people, it’s grown into a non-profit with national impact. The Surfrider Foundation receives 10% of all sales from every Lōcī PCH watch.

By taking action to protect this special place, we can help ensure it continues to bring together future generations of surfers, swimmers, beachgoers and everyone who respects and reveres the ocean and beaches.

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Sand streaks w wave on beach AdobeStock 492101411 crop compressed

Designer's Note:

Take this watch outside! Indoor lighting doesn’t always bring out the dial’s sandy tans and browns, but they come alive in natural light. The design was made by taking a photo of the beach where the sand meets the water, creating different shades and streaks from nearly white to dark brown. This image was then spun 360 degrees to form the sunburst-like pattern.

PROTECT THE PLACES YOU LOVE.

Lōcī is the only watch company donating 10% of all sales to top-rated nonprofits who protect and preserve endangered places and fragile environments. Because without purpose, a watch is just steel and glass.

We're building a new kind of Watch Movement. Join us.

CURRENT NON-PROFIT PARTNER: PACIFIC COAST HIGHWAY COLLECTION

Surfrider Foundation

10% of every Lōcī Pacific Coast Highway watch sale goes to the Surfrider Foundation, a California-based nonprofit dedicated to the protection and enjoyment of the world’s oceans, waves, and beaches for all people.

Established in 1984, Surfrider Foundation has top ratings from Charity Navigator and GuideStar (non-profit watchdog organizations).

Charity Navigator 4-Star rating

GuideStar Gold rating

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Testimonials

See what people are saying

★★★★★

A home run for a new watch company...I absolutely love the way it feels on the wrist.

Carlo T.

Los Angeles, CA

★★★★★

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Michael D.

Austin, TX

5.0
Rated 5.0 out of 5 stars
Based on 3 reviews
Total 5 star reviews: 3 Total 4 star reviews: 0 Total 3 star reviews: 0 Total 2 star reviews: 0 Total 1 star reviews: 0
100%would recommend these products
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3 reviews
  • D
    Darren
    Verified Buyer
    Pacific Coast Highway - Surfrider Beach (Swiss Automatic)
    Reviewing
    Pacific Coast Highway - Surfrider Beach (Swiss Automatic)
    I recommend this product
    Rated 5 out of 5 stars
    10 hours ago
    Great Watch, Great Service!

    I am so happy I stumbled across Loci watches. The watches all looked great. I went for the Pacific Coast Highway - Surfrider Beach and it really is a quality, standout piece. The watch was internationally shipped out to me quickly and the attention I received from the brand owner was excellent.

    Was this helpful?
  • MD
    Mike D.
    Verified Reviewer
    Pacific Coast Highway - Monterey Bay (Swiss Quartz)
    Reviewing
    Pacific Coast Highway - Monterey Bay (Swiss Quartz)
    I recommend this product
    Rated 5 out of 5 stars
    2 months ago
    Distinctive Designs and Value Alignment

    In my opinion, Loci has some of the most unique watch faces around. In a world of generic, lookalike watches, Loci stands out! As a swimmer, I was drawn to Monterey Bay (which I purchased), but all three designs are individually distinctive. Having had the opportunity to see all three models in person before purchasing, the online pictures of the Surfrider Beach dial don't do it justice, as it's super-attractive, especially in daylight. Believe me!

    I also gravitated to the brand because Loci aligns with my values for multiple reasons. I appreciate the fact that they're designed and assembled in the USA, plus the partnership with the Surfrider Foundation should resonate with all water lovers.

    Was this helpful?
  • CT
    Carlo T.
    Verified Buyer
    Pacific Coast Highway - Monterey Bay (Swiss Quartz)
    Reviewing
    Pacific Coast Highway - Monterey Bay (Swiss Quartz)
    I recommend this product
    Rated 5 out of 5 stars
    2 months ago
    Perfect California watch

    It was actually my wife who saw the watch at the 2023 Intersect show in Long Beach, and pointed it out to me as a watch she thought I might like, and she was 100% correct. Not only is the design very nice to look at, and a home run for a new watch company, but I absolutely love the way it feels on the wrist. Not to mention the bonus of knowing the purchase contributed to the Surfrider Foundation.

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