Mergers and takeovers are nearly always unsavory events, especially when there are parties involved who have built their business upon passion and integrity. The Serotta affair, referring to their restructuring and dissolution into the Divine Cycling Group is a good example.
But the constant underlying opinion seems to be thus: anyone who has owned or ridden a Serotta frame prefers it above all other bikes in their stable, because of the “precision in everything they do”. Simon Rich also testifies to their ride quality: his Colorado Ti is his pick of the bunch.
There are plenty of rumors flying around regarding Serotta’s demise. Perhaps the industry’s move to offshore production was to blame. Perhaps, although Serotta was at the forefront of the changing preference from steel to titanium and carbon fiber, the brand was unable to attract new customers.
Regardless, Simon swears by his: “It’s a joy to ride and truth be told I prefer it to my LOOK 695. It outrides in comfort any day,” says Simon. It’s a 1992 Colorado in red, gold and a fleck that “is pretty much impossible to photograph but it is beautiful and plays against the warmth of the ti tubes.”
To Serotta’s credit, 41 years is a long time to remain in the custom bicycle business. But the truth is that we’re in the middle of the biggest boom in handmade bicycles since the turn of the century… Perhaps, with a clever rebrand, Serotta could rise like a phoenix from the ashes?
Ironically, Simon is selling his 55cm Serotta and his magnificent Ciöcc Strada that was featured here recently, to pay for a frame building course at UBI. I’ll be happy to forward any emails from any interested parties or collectors. Remember to budget for freight from Australia.