Dario Serio: Navigating Design with Concept and Character

Dario Serio is a multidisciplinary designer who blends poetic instinct with analytical rigor. Born in Winterthur, Switzerland, in 1968, he studied at the renowned bottega school AG Fronzoni in Milan—an experience that grounded him in the essentialist principles of form and function. Since launching his studio in Genoa in 1996, and later relocating to Venice and Milan, Dario Serio has navigated the creative world as a curious explorer of ideas, spaces, and symbols.

A Life in Constant Motion

Never bound to a single discipline, Dario Serio has collaborated with an eclectic constellation of talents: graphic designers, architects, illustrators, photographers, videographers, poets, and writers. His practice is fluid, deeply conceptual, and always anchored in meaningful narrative. He doesn't simply design objects—he builds visual dialogues that invite reflection and challenge convention. Whether in communication, construction, or industrial design, his work embraces complexity with disarming simplicity.

Clocks That Mark More Than Time

Among his collaborations with Progetti, one project stands as an emblem of his vision: the H:M:S clock. Stripped of decoration and reduced to its fundamental components—hour, minute, and second—the H:M:S transforms time into a sculptural gesture. With its pure geometry and disciplined layout, it represents not only a moment, but the thoughtful passage of it. This contribution cements Dario Serio as a reference point in modern style timepiece design.

Design Rooted in Culture, Carried by Curiosity

From concept to execution, every project by Dario Serio is grounded in intentionality. His work with Progetti showcases how clocks can go beyond function to become expressions of contemporary identity. Through minimalist language and philosophical undertones, he gives form to ideas that resonate. For those who see design not only as utility but as reflection, Dario Serio offers timeless insight into what it means to create with meaning.