Pacific Coast Highway - Surfrider Beach (Swiss Automatic)

Rated 5.0 out of 5 stars
4 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

Regular price $995.00

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Why it's worth protecting:


Surfers on beach at sunset iStock 171252100 crop
Surfrider Beach Malibu aerial iStock 1302653781 crop compressed
Young girl surfer with dad on beach iStock 1204429206 LR adjusted crop compressed 5130599a e603 4a37 bb84 27d873a6b99a
Sand streaks w wave on beach AdobeStock 492101411 crop compressed

Designer's Note:


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.


Surfrider Foundation

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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


Add customer reviews and testimonials to showcase your store’s happy customers.

Michael D.

Austin, TX

Rated 5.0 out of 5 stars
Based on 4 reviews
Total 5 star reviews: 4 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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4 reviews
  • R
    Verified Buyer
    Pacific Coast Highway - Monterey Bay (Swiss Automatic)
    Pacific Coast Highway - Monterey Bay (Swiss Automatic)
    I recommend this product
    Rated 5 out of 5 stars
    14 minutes ago
    Absolutely beautiful!

    Love my Monterey Bay! I met Trip in person at a local watch fair and when I saw it in the metal, it was needed to be in the watch collection. The depth of the dial with the multi layer design + applied indices makes the watch an absolute riot. Can’t wait to see what else Loci does in the following years!

  • D
    Verified Buyer
    Pacific Coast Highway - Surfrider Beach (Swiss Automatic)
    Pacific Coast Highway - Surfrider Beach (Swiss Automatic)
    I recommend this product
    Rated 5 out of 5 stars
    2 months 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.

  • MD
    Mike D.
    Verified Reviewer
    Pacific Coast Highway - Monterey Bay (Swiss Quartz)
    Pacific Coast Highway - Monterey Bay (Swiss Quartz)
    I recommend this product
    Rated 5 out of 5 stars
    4 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.

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