Active seriation aims at recovering an unknown ordering of $n$ items by adaptively querying pairwise similarities. The observations are noisy measurements of entries of an underlying $n$ x $n$ permuted Robinson matrix, whose permutation encodes the latent ordering. The framework allows the algorithm to start with partial information on the latent ordering, including seriation from scratch as a special case. We propose an active seriation algorithm that provably recovers the latent ordering with high probability. Under a uniform separation condition on the similarity matrix, optimal performance guarantees are established, both in terms of the probability of error and the number of observations required for successful recovery.