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, 2003

                                  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
-----------------------


      FDA ADVISORY COMMITTEE ISSUES FAVORABLE RECOMMENDATION FOR EFFICACY OF
                      LUVERIS(R) IN FOLLICULAR DEVELOPMENT

ROCKLAND,  MA,  SEPTEMBER  30,  2003  -  Serono,  Inc.  announced today that the
Reproductive  Health  Drugs  Advisory  Committee  of  the  U.S.  Food  and  Drug
Administration  (FDA)  issued  a  favorable  recommendation  for  Luveris(R)  in
Serono's  proposed  indication  of follicular development.  Luveris(R) (lutropin
alfa  for  injection)  administered  with  follitropin  alfa  for  injection, is
proposed  for  the  indication  of  stimulation  of  follicular  development  in
infertile  hypogonadotropic  hypogonadal  (HH)  women  with profound luteinizing
hormone deficiency (LH < 1.2 IU/L).  HH is a rare endocrine deficiency affecting
between  2,800  and  5,600  women  in  the US and can range from mild to severe.

The  FDA  had  previously recommended that Serono study an endpoint of ovulation
rates,  an  endpoint  frequently  used  for  products  in  ovulation  induction.
However,  the Committee agreed that in this rare patient population the endpoint
of  follicular  development  was  appropriate.

"We  are  very  pleased  with  the  recommendation  of  the  Advisory  Committee
supporting  the  efficacy  of Luveris(R) for follicular development in this rare
patient  population  and  will  continue  to  work  closely  with  the FDA as it
finalizes  its  review  of this important new treatment," said Paul Lammers, MD,
Chief Medical Officer, Serono, Inc.  "Serono's development of Luveris(R) is part
of our ongoing commitment to reproductive health and our leadership role in this
area.  Luveris(R) is the third of three recombinant fertility hormones developed
exclusively  by  Serono."

Luveris(R)  is  a  recombinant  form  of  luteinizing  hormone (LH), a naturally
occurring  fertility  hormone.  It is the first and only drug product to contain
LH  exclusively  that can address the unmet medical need for fertility treatment
by  profoundly  LH deficient women.  Women whose opportunities for pregnancy are
limited  by  profound  LH  deficiency  have  no  available  treatment  approved
specifically  for  their condition.  These women lack the ability to produce the
hormones needed for full development of follicles in the ovaries, ovulation, and
growth  of  the  lining  of  the  uterus sufficient to support implantation of a
fertilized  egg  and  early  pregnancy.

The  Advisory  Committee's  recommendation was based on a review of the clinical
development  program conducted in patients with this rare condition, including a



phase  III confirmatory, double-blind, placebo-controlled, randomized trial.  In
this  trial,  patients  were  treated  with  either  Luveris(R)  or  placebo,
co-administered with Serono's recombinant follicle stimulating hormone (r-hFSH),
Gonal-f(R) (follitropin  alfa  for injection).  In the Luveris(R) and Gonal-f(R)
treatment group, 17 patients (65.4%) achieved the primary endpoint of follicular
development  compared  to  two  patients  (15.4%)  in the placebo and Gonal-f(R)
group.  The  four-fold  difference  between  the  two groups was both clinically
meaningful  and  statistically  significant  (p=0.006).

In  these  studies,  Luveris(R)  was well tolerated with reported adverse events
similar  to those of other currently approved recombinant gonadotropin products.

The  Advisory  Committee  recommendation  is considered by the FDA in making its
decision  regarding  Luveris(R),  which is expected before the end of this year.
Luveris(R)  received  an  Orphan  Drug Designation from the FDA and is currently
approved  for the treatment of women with profound LH deficiency in 46 countries
worldwide, including countries of the European Union such as France, Germany and
the  United  Kingdom.

SERONO  AND  INFERTILITY  TREATMENT
Serono,  the  global  leader  in  infertility,  is  dedicated  to  providing
patient-friendly,  innovative products to help couples build families. Serono is
the only company to offer a full portfolio of fertility drugs for every stage of
the  reproductive cycle and recombinant versions of the three hormones needed to
treat infertility: Gonal-f(R) (follitropin alfa for injection), to stimulate the
ovaries and produce eggs; Luveris(R) (lutropin alfa for injection), to stimulate
follicular  development  in  women who are profoundly LH deficient; Cetrotide(R)
(cetrorelix  acetate  for  injection)  to  control  hormonal  surges; Ovidrel(R)
(choriogonadotropin  alfa  for  injection), to help follicles mature and release
eggs;  and  Crinone(R)  (progesterone  gel),  to  help  establish and maintain a
pregnancy.  (Luveris(R)  is  not  approved  in  the  US.)

For  more  information  on  infertility  and  full  prescribing  information for
Serono's  US  marketed  fertility  products  visit  www.seronofertility.com.
                                                    -----------------------


ABOUT SERONO

Serono,  Inc.,  located in Rockland, MA, is the US affiliate of Serono, a global
biotechnology  leader. The Company has six recombinant products on the worldwide
market, Gonal-F(R) (follitropin alfa for injection), Luveris(R) (lutropin alfa),
Ovidrel(R)/Ovitrelle(R)  (choriogonadotropin  alfa  for  injection),  Rebif(R)
(interferon  beta-1a),  Serostim(R) [somatropin (rDNA origin) for injection] and
Saizen(R)  [somatropin (rDNA origin) for injection]. (Luveris(R) is not approved
in  the  USA.)  In  addition  to  being the world leader in reproductive health,
Serono  has  strong  market  positions  in neurology, metabolism and growth. The
Company's  research  programs  are  focused  on  growing these businesses and on
establishing  new  therapeutic  areas.  Currently, there are over 30 projects in
development.

Serono  was  awarded the International James D. Watson 2003 Helix Award from the
Biotechnology  Industry  Organization  (BIO)  in  recognition  of  the Company's
outstanding  leadership  and  highest  standards  of  scientific  and  product
achievement.



In  2002, Serono achieved worldwide revenues of $1.546 billion, and a net income
of  $321 million, making it the third largest biotech company in the world.  The
Company  operates  in  45  countries,  and  its  products  are  sold in over 100
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 April 17, 2003. 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.



                                       ###



FOR MORE INFORMATION, PLEASE CONTACT:

SERONO, INC., ROCKLAND, MA

MEDIA RELATIONS:                          INVESTOR RELATIONS:
Tel. +1 781 681 2340                      Tel. +1 781 681 2552
Fax: +1 781 681 2935                      Fax: +1 781 681 2912
www.seronousa.com
-----------------


SERONO S.A.
GENEVA, SWITZERLAND:

MEDIA RELATIONS:                          INVESTOR RELATIONS:

Tel. +41-22 739 36 00                     Tel. +41-22 739 36 01
Fax: +41-22-739 30 85                     Fax: +41-22-739 30 22
www.serono.com                            Reuters: SEOZ.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 1, 2003                           By:    /s/ Allan Shaw
                                                 -----------------------
                                          Name:  Allan Shaw
                                          Title: Chief Financial Officer