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Black Dial: Big Sur

"Big Sur is not a place at all, but a state of mind." — Lillian Ross, Author
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Blue Dial: Monterey Bay

This otter wants you to have an awesome watch. And also a healthy ecosystem for her pup.
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Sand Dial: Surfrider Beach

Where dreams lie within reach and the summer never ends.

The Pacific Coast Highway Collection

Sand, sea, and a strip of asphalt at the edge of the continent. The California coastline is a mythical place traced by the world’s most iconic road — a perfect inspiration for Lōcī's contemporary sports watch.

Our PCH features three dial designs representing the coastline's beaches, the Pacific Ocean, and the highway itself. All feature Swiss automatic or quartz movements, sapphire crystals, 100-meter water resistance, and are designed, assembled and individually tested in the USA. Lōcī donates 10% of every PCH watch sale to the non-profit Surfrider Foundation.

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CURRENT NON-PROFIT PARTNER: PACIFIC COAST HIGHWAY COLLECTION

Surfrider Foundation

Testimonials

Straight from the source.

★★★★★

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

Carlo T.

Los Angeles, CA

★★★★★

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.

Michael D.

Austin, TX