The Serious story
We were founded on a simple premise: to build a tool that fixes the daily frustration of eyestrain.
Some people look for a cheap cost. Others hunt for the latest fashion. But true professionals take their light and sight more seriously.
The Rest is Politics
The Repair Shop
A World of Different
Languages of Truth
The Big Dog - Faithful
I've written some decent tunes
Four decades of innovation, from industrial precision to helping readers worldwide.
The idea
As a student our Founder Alex discovered that his studies were made easier when concentrating under better light and so, got interested in it.
The first customer
Our first big order came from Singer Industrial Sewing Machines to improve productivity on the Levi 501 Jeans manufacturing line. We went on to bring forward lights used by Bentley, Heathrow Air Traffic Control and FBI Forensic Science.
The first reading light
Alex built the first High Definition home reading light to help his mum read and remain independent despite her Macular Degeneration.
The first masterpiece
Serious halogen high definition light engines were first installed in the Van Gogh, Guggenheim, MoMA and Musee D'Orsay museums to bring out the true colour hues and finer details in the most famous artworks.
The first sighting
Serious Lights made their first appearance in Q's Lab in James Bond Die Another Day before making later appearances in Casino Royal, The Bourne Identity, Die Hard and Batman films amongst many other cameo appearances.
The first HD LED Light
We pioneered the benefits of LED lights without suffering the normal productivity detriments from the quality of the light fidelity.
The first global ambition
A Serious light was needed on board the Virgin Balloon Global attempt, others supported the NASA Space Shuttle Programme, and customers in more than 90 countries around the globe learned to love the transformational benefits of better light.
The first HD Pro Light
October 2025 sees the limited release of the first HD Pro light, built to be stronger, more stable, lighter, cordless and operable by remote control.
The HD Original
The same light engine as the HD Pro, built into a simpler corded design with an adjustable beam and stepless dimming. Within weeks of launch, 8 out of 10 customers choose it as their first Serious light.
Our mission - to boldly go...
We are working with Universities to develop innovative tailored spectra to personalise to the individual so they will be able to use light to combat the symptoms of conditions like tinnitus, migraines and macular degeneration.
Chosen for the world's most demanding environments, where performance is the only metric that matters.
On the deck of the Agulhas II that found Shackleton's Endeavour.
Trusted for navigational clarity on board RNLI Lifeboats.
The essential tool for the zero-error assembly of the Hubble Space Telescope.
Maintaining the critical focus of air traffic controllers in the Heathrow Control Tower.
All three deliver pure, full-spectrum daylight from our Daylight Wavelength Technology™. The HD Original is where most people start.
HD Original
The light 8 out of 10 customers choose. Full-spectrum daylight, adjustable beam, stepless dimming, 90-day trial.
VIEW HD ORIGINAL
HD Pro
The same light as the Original with more options. Cordless, remote control, swappable engines, optical filters.
VIEW HD PRO
HD Essential
Our entry-level light. Full daylight spectrum, fixed beam, simple dimming. A genuine Serious light at the lowest price.
VIEW HD ESSENTIALWe can show you the science. You can hear from the experts. We can wax lyrical about how better light will transform your view. But, in the end you need to try one yourself and make up your own mind.
Try One for 90 DaysUp to 90 days risk-free
Try the HD Original or Pro for 90 days. If it does not transform how you see, we collect it for free.
5 year warranty
Built to be repaired, not thrown away.
Recommended
By 500+ professional opticians for relieving eyestrain.