Bikes are beautiful! Serge’s story

Serge Demierre Cyclist Racer Geneva Bike Shop Vernier Bike Repair

Serge Demierre Cyclist Racer Geneva Bike Shop Vernier Bike Repair

A love for bikes, that’s the feeling you get with Serge; in the care he brings to your bike, in his desire to please, to find THE bike that meets your needs…and in the way his eyes light up when he evokes his memories. His passion goes way back and before setting up shop in old Vernier, Serge cycled professionally for 15 years and achieved 33 victories.

Vélos Demierre | Genève Vernier | Vente Conseil Réparation Service | Merida Centurion Kettler Hercules Brompton Moustache Puky

From being the Swiss amateur champion in 1976, he started his professional career in 1977 in the Bianchi colours. In 1980 he won several stages in the Tour of Switzerland, the Tour of Germany and the Tour of Catalonia in the Cilo-Aufina colours. In 1981 one of the highlights of his career was when he won the Baracchi Trophy with Daniel Gisiger. In 1982 he won the Tour of Switzerland in Zurich. His best season was in 1983 when he won the Tour de Romandie in Fribourg; he was Swiss cycling champion and won an amazing solo victory in the Tour de France at Le Havre, coupled with the Combativity Award. In 1984 he won the Ruota d’Oro and a stage in the Tour of Catalonia; in 1988 a stage in the Tour of Britain. Other triumphs followed, including the last Tour de Romandie at Brügg/Bienne at the age of 35. He was Köchli’s assistant for a season, heading the Helvetia cycling team, and in 2000 and 2001 he managed the Post Swiss Team.

“Staggering offensive, eight minutes in the lead, the memory of the Colombian commentators yelling into their mikes, arms raised at Le Havre, the pack sprint headed by the great Sean Kelly.” Le Temps

“This stage victory at Le Havre wearing the Swiss champion’s jersey is one of my most treasured memories. It was the longest stage: 300 km from Roubaix to Le Havre. Roger Pingeon who won the Tour in 1967, and who became a consultant with the TSR, advised me to hold my fire until the refreshment station at the 225th km. Then I attacked but I had to battle for 20 km to get away from the pack. I won with 4.50 over Kelly and the rest. The end was hard because I was exhausted and the final part was hilly.”

Serge Demierre Cyclist Racer Geneva Bike Shop Vernier Bike Repair

Serge Demierre Cyclist Racer Geneva Bike Shop Vernier Bike Repair

DEMIERRE BIKES — SINCE 1993