Timepiece Editorial Art Direction

This editorial was done for a startup micro brand that was looking to showcase their collection of timepieces in an authentic way. They had a range of products all of which had a bright contrasting color as a part of the design. 

For the set I chose to go with a curated workstation full of tools, colored tool boxes and watch pieces, distributed across each shot. The company’s core message is that every watch is customized and made to order, by hand, by one man. The direction for the photography was to capture key details of all of the individual watch designs using a macro lens and overhead lighting.