We study the strong coupling behaviour of $1/4$-BPS circular Wilson loops (a family of latitudes) in ${cal N}=4$ Super Yang-Mills theory, computing the one-loop corrections to the relevant classical string solutions in AdS$_5times$S$^5$. Supersymmetric localization provides an exact result that, in the large t Hooft coupling limit, should be reproduced by the sigma-model approach. To avoid ambiguities due to the absolute normalization of the string partition function, we compare the $ratio$ between the generic latitude and the maximal 1/2-BPS circle: Any measure-related ambiguity should simply cancel in this way. We use Gelfand-Yaglom method to calculate the relevant functional determinants, that present some complications with respect to the standard circular case. After a careful numerical evaluation of our final expression we still find disagreement with the localization answer: The difference is encoded into a precise remainder function. We comment on the possible origin and resolution of this discordance.