SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549
                                    ________

                                    FORM 6-K

                        REPORT OF FOREIGN PRIVATE ISSUER
                      PURSUANT TO RULE 13A-16 OR 15D-16 OF
                       THE SECURITIES EXCHANGE ACT OF 1934

                         For the month of October, 2004

                                  Serono S.A.
                     ---------------------------------------
                               (Registrant's Name)

                            15 bis, Chemin des Mines
                                 Case Postale 54
                                CH-1211 Geneva 20
                                  Switzerland
                        ---------------------------------
                    (Address of Principal Executive Offices)

                                    1-15096
                     ---------------------------------------
                              (Commission File No.)

     (Indicate by check mark whether the registrant files or will file annual
reports under cover of Form 20-F or Form 40-F.)

     Form 20-F   X   Form 40-F
               -----           -----

     (Indicate by check mark if the registrant is submitting the Form 6-K in
paper as permitted by Regulation S-T Rule 101 (b)(1).)  ______

     (Indicate by check mark if the registrant is submitting the Form 6-K in
paper as permitted by Regulation S-T Rule 101 (b)(7).)   ______

     (Indicate by check mark whether the registrant by furnishing the
information contained in this form is also thereby furnishing the information to
the Commission pursuant to Rule 12g3-2(b) under the Securities Exchange Act of
1934.)

     Yes       No   X
         -----    -----

     (If "Yes" is marked, indicate below the file number assigned to the
registrant in connection with Rule 12g3-2(b): 82-______)



                                                                          SERONO


MEDIA RELEASE

FOR  IMMEDIATE  RELEASE
-----------------------


   CLINICAL STUDY SHOWS NEED FOR FEWER INJECTIONS TO PREVENT PREMATURE OVULATION
                       DURING THE TREATMENT OF INFERTILITY

     First head-to-head clinical study of GnRH antagonists in the treatment of
                                   infertility

PHILADELPHIA,  PA, OCTOBER 19, 2004 - SERONO (VIRT-X SEO AND NYSE: SRA) - In the
first  clinical  trial to directly compare gonadotropin releasing hormone (GnRH)
antagonists,  patients  using  Cetrotide(R)  (cetrorelix  acetate for injection)
required fewer injections compared to patients using Ganirelix Acetate (formerly
known  as  Antagon(TM)  Injection)  to  prevent  premature  ovulation  during
infertility  treatment. The data were presented today at the 60th Annual Meeting
of  the  of  the  American  Society  for Reproductive Medicine (ASRM) by John G.
Wilcox,  MD,  FCOG, Assistant Clinical Professor in the Department of Obstetrics
and  Gynecology  at the University of Southern California School of Medicine and
Managing Partner of Huntington Reproductive Center in Pasadena, CA.

"This  study shows that hormonal surges can be inhibited with a single injection
for  the  majority  of  patients  until  follicles  are  large enough for oocyte
retrieval  and subsequent fertilization," said Dr. Wilcox.  "Cetrotide(R) offers
patients  a  similar  safety  profile  as  well  as similar efficacy compared to
Ganirelix Acetate, but Cetrotide(R) has the added benefit of significantly fewer
injections."

Most  of the patients who used Cetrotide(R) (66.7%) required one injection while
most  of  the  patients who used Ganirelix Acetate (62.5%) required four or more
injections  to  achieve  the  same  endpoint.

"Cetrotide(R)  is  an  important  part  of  Serono's  full  portfolio  of
patient-friendly  products  designed to make infertility treatment easier," said
Bharat  Tewarie, MD, MBA, Executive Vice President, Reproductive Health, Serono,
Inc.  "The  ease-of-use  it  offers demonstrates our commitment to improving the
patient  experience."

Gonadotropin  releasing  hormone (GnRH) antagonists are used in the treatment of
infertility  to  prevent  the spontaneous release of LH (luteinizing hormone), a
hormonal  event  that  impacts  the  development of eggs.  They work by directly
blocking  the  trigger  effect  of  GnRH  to  stop a possible LH surge before it
begins,  allowing  eggs  to  reach  the  level  of  development  needed  for
fertilization.

Infertility  is  defined as the inability to achieve pregnancy after one year of
regular,  unprotected  intercourse  (six  months  if  the  woman is over 35). It
affects  about  6.1  million  Americans,  which  represents  about 10 percent of
couples  in  their  childbearing  years.  The  majority of patients who complete
treatment  ultimately  succeed  in  having  a  child.



ABOUT  THE  STUDY
The  prospective,  open-label, randomized, comparative study was conducted at 16
medical  centers  in  the  United  States  and  included  185 infertile patients
undergoing  ART procedures. A single subcutaneous injection of Cetrotide(R) 3 mg
or  a daily subcutaneous injection of Ganirelix Acetate 250 mcg was administered
in  a flexible protocol to prevent premature LH surge when the lead follicle was
> 14  mm.  Daily  Cetrotide(R)  0.25 mg was  administered  if  the  criteria for
-
recombinant  human chorionic gonadotropin (hCG) administration were not met four
days  after  receiving  Cetrotide(R)  3  mg.  Most  women receiving Cetrotide(R)
(66.7%)  received  only  a single dose.  Of the remaining patients, 89.8% needed
only  one additional dose.  The overall pregnancy rate for the Cetrotide arm was
51.7%  (45/87), and the overall pregnancy rate for the Ganirelix Acetate arm was
48.9%  (43/88),  with  no statistically significant difference between treatment
groups. These results, presented at ASRM, represent a final analysis of data.

ADDITIONAL  INFORMATION
Side  effects may occur with the use of infertility drugs and, therefore, should
only  be  prescribed  by physicians who are thoroughly familiar with infertility
problems and their management.  Ovarian hyperstimulation syndrome (OHSS) with or
without  vascular  and  pulmonary  complications  can  occur  with  the  use  of
infertility  drugs.  Mild  and short lasting injection reactions like reddening,
itching  and  swelling  at  the  injection  sites  have  occurred in women using
Cetrotode(R).  Nausea  and  headache  have  also  been  reported.

ABOUT  SERONO,  INC.  AND  FERTILITY
Serono,  Inc.,  a  subsidiary  of  Serono S.A., is a leader in fertility health,
dedicated  to  developing patient-friendly, innovative products that help people
build  families.  It  is the only company to offer a full portfolio of fertility
medications  for  every stage of the reproductive cycle and recombinant versions
of  three  hormones  used  in  the treatment of infertility, including the newly
approved Gonal-f(R) RFF Pen (follitropin alfa injection).  For more information,
please  contact  Fertility  LifeLines(TM),  a toll-free educational service that
offers  customized  information  and  support  to  people  with fertility health
concerns,  available  at  1-866-LETS-TRY  (1-866-538-7879).

ABOUT  SERONO  S.A.
Serono  is  a  global  biotechnology leader. The Company has eight biotechnology
products,  Rebif(R)  (interferon  beta-1a),  Gonal-f(R)  (follitropin  alfa  for
injection),  Luveris(R)  (lutropin  alfa  for  injection),  Ovidrel  PreFilled
Syringe(R)/Ovitrelle(R)  (choriogonadotropin  alfa  injection),  Serostim(R)
[somatropin  (rDNA  origin)  for injection], Saizen(R) [somatropin (rDNA origin)
for  injection],  Zorbtive(TM)  [somatropin  (rDNA  origin)  for  injection] and
Raptiva(R)  (efalizumab).  In addition to being the world leader in reproductive
health,  Serono  has strong market positions in neurology, metabolism and growth
and has recently entered the psoriasis area. The Company's research programs are
focused  on  growing these businesses and on establishing new therapeutic areas.
Currently,  there  are  approximately  30  ongoing  development  projects.

In  2003,  Serono  achieved  worldwide revenues of US$2,018.6 million, and a net
income  of  US$390.0 million, making it the third largest biotech company in the
world. Its products are sold in over 90 countries. Bearer shares of Serono S.A.,
the  holding company, are traded on the virt-x (SEO) and its American Depositary
Shares are traded on the New York Stock Exchange (SRA).


                                       ###



Some  of  the  statements  in  this  press  release  are  forward  looking. Such
statements  are inherently subject to known and unknown risks, uncertainties and
other  factors  that  may  cause  actual results, performance or achievements of
Serono  S.A.  and  affiliates  to be materially different from those expected or
anticipated  in  the  forward-looking statements. Forward-looking statements are
based on Serono's current expectations and assumptions, which may be affected by
a  number  of  factors, including those discussed in this press release and more
fully  described  in  Serono's  Annual  Report  on Form 20-F filed with the U.S.
Securities  and Exchange Commission on March 25, 2004. These factors include any
failure  or  delay  in  Serono's ability to develop new products, any failure to
receive  anticipated  regulatory  approvals,  any  problems  in  commercializing
current  products  as  a  result of competition or other factors, our ability to
obtain  reimbursement  coverage  for  our  products,  and government regulations
limiting  our  ability  to  sell  our  products. Serono has no responsibility to
update the forward-looking statements contained in this press release to reflect
events  or  circumstances  occurring  after  the  date  of  this  press release.

Package  inserts  for  Serono's  US  marketed  products  are  available  at
www.seronousa.com or by calling 1-888-275-7376.
-----------------


                                       ###

FOR MORE INFORMATION, PLEASE CONTACT:

MEDIA  RELATIONS,  USA:        INVESTOR  RELATIONS,  USA
Dana  Jessup                   Susan  Ince
Tel:  +1 781 681 2443          Tel:  +1 781 681 2552
Fax:  +1 781 681 2937          Fax:  +1 781 681 2912
www.seronousa.com
-----------------

CORPORATE MEDIA RELATIONS:     CORPORATE INVESTOR RELATIONS:
Tel:  +41 22 739 3600          Tel:  +41 22 739 3601
Fax:  +41 22 739 3085          Fax:  +41 22 739 3022
www.serono.com                 Reuters:  SEO.VX / SRA.N
--------------                 Bloomberg:  SEO VX / SRA US



                                   SIGNATURES

     Pursuant  to  the  requirements of the Securities Exchange Act of 1934, the
registrant  has  duly  caused  this  report  to  be  signed on its behalf by the
undersigned,  thereunto  duly  authorized.



                                             SERONO S.A.
                                             a Swiss corporation
                                             (Registrant)



October 19, 2004                             By:    /s/ Francois Naef
                                                    ---------------------------
                                             Name:  Francois Naef
                                             Title: Secretary