Pacific Coast Highway - Surfrider Beach

Name: Pacific Coast Highway - Surfrider Beach
Brand: Lōcī, Inc.
Price: 895.0 USD
Availability: InStock

Wear the spirit of the Pacific Coast Highway on your wrist. This 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 or taking in the sights. Relaxed but easily stylish enough for drinks and dinner at the end of the day.

So...Are you ready to hit the beach?

Choose Your Movement Type:

Swiss Automatic $895

Swiss Quartz $595

In stock, ready to ship

[{"id":47084571394233,"title":"Swiss Automatic $895","option1":"Swiss Automatic $895","option2":null,"option3":null,"sku":null,"requires_shipping":true,"taxable":true,"featured_image":null,"available":true,"name":"Pacific Coast Highway - Surfrider Beach - Swiss Automatic $895","public_title":"Swiss Automatic $895","options":["Swiss Automatic $895"],"price":89500,"weight":102,"compare_at_price":89500,"inventory_management":"shopify","barcode":null,"requires_selling_plan":false,"selling_plan_allocations":[],"quantity_rule":{"min":1,"max":null,"increment":1}},{"id":47084571427001,"title":"Swiss Quartz $595","option1":"Swiss Quartz $595","option2":null,"option3":null,"sku":null,"requires_shipping":true,"taxable":true,"featured_image":null,"available":true,"name":"Pacific Coast Highway - Surfrider Beach - Swiss Quartz $595","public_title":"Swiss Quartz $595","options":["Swiss Quartz $595"],"price":59500,"weight":102,"compare_at_price":59500,"inventory_management":"shopify","barcode":null,"requires_selling_plan":false,"selling_plan_allocations":[],"quantity_rule":{"min":1,"max":null,"increment":1}}]

The PCH's case design features a bold mix of straight and curved lines, combining both mirror-polished and carefully brushed surfaces. The dial's asphalt color and yellow lines are inspired by the best driving road on earth. "Pacific Coast Highway" is printed in the same font you'll find on California's road signs.

You choose your watch's power source. Either the automatic winding Sellita SW200, or the quartz-powered Ronda 715. Both are precision-made in Switzerland and renowned for reliability, accuracy and durability.

And your watch does much more than just tell the time. 10% of every PCH sale goes to the Surfrider Foundation, a California-based nonprofit dedicated to the protection of the world’s oceans, waves, and beaches — the same places that inspired its design.

Warranty: 3 Years
Returns: 30-Day hassle-free returns
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
Movement (Automatic): Swiss-made Sellita SW 200-1 Automatic Winding
Movement (Quartz): Swiss-made Ronda 715 Quartz (5 Jewels)
Crystal: Sapphire with anti-reflective coating
Strap: FKM rubber / Custom-designed / 20mm lug width (tapers to 18mm at buckle) / Quick-release spring bars / Length: 115mm x 80mm
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

A movement is the engine inside every watch that keeps the time and moves the hands around the dial. We offer the PCH watch with your choice of quartz or automatic movements.

Quartz movements are prized for their simplicity, durability and affordability. They're incredibly accurate and run on electrical power from a small battery that needs replacement every few years. The high quality quartz movements Lōcī uses keep time to within just 10-20 seconds per month.

Automatics are completely “analog” — an engineering marvel with hundreds of tiny precision gears & levers powered by a spring that’s wound up by the natural movements of your wrist while you wear the watch. Manufacturing and assembly is highly skilled, time-intensive work, making automatics more costly than quartz movements.

There's no wrong choice. All the movements Lōcī uses are Swiss-made, durable and reliable. Whichever one you choose, you’re getting the same Lōcī watch that carries the Spirit of Place and is built to last for decades to come.

If you want to learn more, check out our article that explains the two movement types in more detail.

Putting the Spirit of Surfrider Beach

ON YOUR WRIST

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 kids catching their first waves to some of pro surfing’s all-time greats. You'll find 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 840x600 02f95c07 94af 4a6c 9fa7 2a2cb7130ea5

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.

Young girl surfer with dad on beach iStock 1204429206 LR adjusted crop compressed 5130599a e603 4a37 bb84 27d873a6b99a

Beach sand w wave in corner AdobeStock 487111885 OEM

Designer's Note:

Take this watch outside! The dial is made to come alive in natural light.

The dial design is made from a photo taken at the beach where the waves meet the shore, leaving gently shaded streaks from the deep brown, wet sand to the sparkling white, dry sand. We spun the photo 360 degrees to form the sunburst-like pattern, printed it onto the sand-textured dial, and gave it a subtly iridescent crystalline finish.

This creates a remarkably dynamic dial that changes in different lighting and viewing angles, evoking the ever-shifting sands and shimmering warmth radiating off the beach on a sunny day.

Protect the Places You Love

Lōcī is the only watch company in the world 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.

For our Pacific Coast Highway model, 10% of every 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

Surfrider image 03 No Europe ba316fb7 24a5 469d ae26 a77b888c3b04

CUSTOMER TESTIMONIALS

Straight from the source.

★★★★★
"This watch evoked the feels of a blissful day driving PCH through Monterey & Big Sur...quality is top-notch...and the dang thing just puts a smile on my face every time I look at it."
Keith H.
Rantoul, IL

★★★★★
"The moment I wrapped this timepiece around my wrist I knew it was going to become my daily driver...Everything is executed with the kind of precision that usually comes with an extra zero or two on the price tag. I’ve owned plenty of watches...this one doesn’t just tell time, it tells stories, memories, and daydreams of the ocean."
Sean H.
Denver, CO

★★★★★
"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

★★★★★
"A home run for a new watch company...I absolutely love the way it feels on the wrist."
Carlo T.
Los Angeles, CA

EXPLORE THE PCH COLLECTION

Choose Your Movement Type:

Swiss Automatic $895

Swiss Quartz $595

So...Are you ready to hit the beach?

Choose Your Movement Type:

Swiss Automatic $895

Swiss Quartz $595

So...Are you ready to dive in?

[{"id":47084521357497,"title":"Swiss Automatic $895","option1":"Swiss Automatic $895","option2":null,"option3":null,"sku":null,"requires_shipping":true,"taxable":true,"featured_image":null,"available":true,"name":"Pacific Coast Highway - Monterey Bay - Swiss Automatic $895","public_title":"Swiss Automatic $895","options":["Swiss Automatic $895"],"price":89500,"weight":102,"compare_at_price":89500,"inventory_management":"shopify","barcode":null,"requires_selling_plan":false,"selling_plan_allocations":[],"quantity_rule":{"min":1,"max":null,"increment":1}},{"id":47084521390265,"title":"Swiss Quartz $595","option1":"Swiss Quartz $595","option2":null,"option3":null,"sku":null,"requires_shipping":true,"taxable":true,"featured_image":null,"available":true,"name":"Pacific Coast Highway - Monterey Bay - Swiss Quartz $595","public_title":"Swiss Quartz $595","options":["Swiss Quartz $595"],"price":59500,"weight":102,"compare_at_price":59500,"inventory_management":"shopify","barcode":null,"requires_selling_plan":false,"selling_plan_allocations":[],"quantity_rule":{"min":1,"max":null,"increment":1}}]

Choose Your Movement Type:

Swiss Automatic $895

Swiss Quartz $595

So...Are you ready to hit the road?

[{"id":47084081610937,"title":"Swiss Automatic $895","option1":"Swiss Automatic $895","option2":null,"option3":null,"sku":null,"requires_shipping":true,"taxable":true,"featured_image":null,"available":true,"name":"Pacific Coast Highway - Big Sur - Swiss Automatic $895","public_title":"Swiss Automatic $895","options":["Swiss Automatic $895"],"price":89500,"weight":102,"compare_at_price":89500,"inventory_management":"shopify","barcode":null,"requires_selling_plan":false,"selling_plan_allocations":[],"quantity_rule":{"min":1,"max":null,"increment":1}},{"id":47084081578169,"title":"Swiss Quartz $595","option1":"Swiss Quartz $595","option2":null,"option3":null,"sku":null,"requires_shipping":true,"taxable":true,"featured_image":null,"available":true,"name":"Pacific Coast Highway - Big Sur - Swiss Quartz $595","public_title":"Swiss Quartz $595","options":["Swiss Quartz $595"],"price":59500,"weight":102,"compare_at_price":59500,"inventory_management":"shopify","barcode":null,"requires_selling_plan":false,"selling_plan_allocations":[],"quantity_rule":{"min":1,"max":null,"increment":1}}]