diff --git a/mkdocs/__main__.py b/mkdocs/__main__.py
index c8d40969..3432ff40 100644
--- a/mkdocs/__main__.py
+++ b/mkdocs/__main__.py
@@ -253,8 +253,8 @@ def cli():
 @cli.command(name="serve")
 @click.option('-a', '--dev-addr', help=dev_addr_help, metavar='<IP:PORT>')
 @click.option('-o', '--open', 'open_in_browser', help=serve_open_help, is_flag=True)
-@click.option('--no-livereload', 'livereload', flag_value=False, help=no_reload_help)
-@click.option('--livereload', 'livereload', flag_value=True, default=True, hidden=True)
+@click.option('--no-livereload', is_flag=True, help=no_reload_help)
+@click.option('--livereload', is_flag=True, hidden=True)
 @click.option('--dirtyreload', 'build_type', flag_value='dirty', hidden=True)
 @click.option('--dirty', 'build_type', flag_value='dirty', help=serve_dirty_help)
 @click.option('-c', '--clean', 'build_type', flag_value='clean', help=serve_clean_help)
@@ -268,6 +268,9 @@ def serve_command(**kwargs):
     """Run the builtin development server."""
     from mkdocs.commands import serve
 
+    kwargs['livereload'] = kwargs['livereload'] or not kwargs['no_livereload']
+    del kwargs['no_livereload']
+
     _enable_warnings()
     serve.serve(**kwargs)