Luxury Watch Photography: Precision Light Sculpting
I don't rely on CGI to make a watch shine. Every dial texture, metal edge, and sapphire glass curve is captured live through precise, manual light sculpting.
A wider shot from the Jacob & Co campaign with Salman Khan. It captures the full context of the collaboration, showing the celebrity endorsement that makes this a milestone project.
This intense close-up from the Jacob & Co campaign puts the focus squarely on the colorful, detailed watch face, using Salman Khan's star power to draw the eye directly to the product.
This Rado Diastar was the most challenging mirror watch I've ever photographed. It's all glass and metal with a mirror-finish ceramic case, but with careful lighting, we created a dramatic, 3D-like effect with golden shades.
A watch par excellence! This is a detailed macro shot of a Longines timepiece, focusing on the brilliant blue dial and the contrast between the brushed steel and polished gold elements.
A full view of the two-tone Longines watch. The lighting is designed to showcase the luxurious combination of gold and steel, highlighting the watch's sporty yet elegant design.
Time is a piece of art. This Maurice Lacroix watch, with its textured blue dial and integrated bracelet, is a perfect example. The lighting brings out the waffle pattern and the sharp edges of the case.
A moody, futuristic shot of a Tissot watch. The creative use of pink and blue lighting gives the image a cyberpunk feel, highlighting the watch's sporty design and glowing details.
Make sure you glow for the Monday blues! This Tissot watch was shot under UV light to showcase its impressive lume, making the hands and markers pop against the dark dial.
This was my most challenging shot of the year. The double-domed glass on this Argos Olympus watch acts like a mirror, but with careful thinking, we cracked the lighting to capture the beautiful checkered dial without unwanted reflections.
Another shot from the challenging Argos Olympus series. This one features a black dial with a subtle circular pattern, captured with precise lighting to avoid reflections and highlight the texture.
About Time in Focus: Luxury Watch Photography
Watches are essentially tiny, complex mirrors. Photographing them isn't just about pointing a camera; it is a battle against unwanted reflections. For pieces like the Rado Diastar or the double-domed Argos Olympus, I spend hours mapping the light to neutralize glare while accentuating the dial texture. My studio setup involves tethering to a large monitor, allowing us to see exactly how the light catches the metallic indices in real-time, ensuring we get the perfect hero shot without needing a single digital cheat.
The Science of the Shine
When you are shooting luxury timepieces, the goal is to make the viewer feel the weight and quality of the materials. My approach centers on 'light sculpting.' I don't just light the watch; I light the space around it to create defined, sharp reflections on the bezel and lugs. Whether it is a brushed steel finish or a polished ceramic case, the lighting setup is adjusted for every single millimeter of the watch face.
Why No CGI?
I believe in the texture of reality. While CGI is common, it often lacks the soul of a real photograph. When I shoot a brand like Tissot or Longines, I use medium format cameras like the Hasselblad X2D. This captures 100MP of detail, from the micro-stitching on a leather strap to the deep, grain-like texture of a waffle dial. You cannot fake that level of depth.
The Process
- Briefing: We define the mood. Are we going for a moody, cyberpunk aesthetic with UV light, or a clean, sunlit macro shot?
- Reflection Control: This is the bulk of the work. I position specialized diffusers and scrims to shape the light and kill the unwanted reflections on the curved glass.
- Tethering: We connect to a high-resolution monitor. You see what I see. We make tweaks to the focus and light intensity live, ensuring the final image is exactly what your brand campaign requires.
Let’s Get Technical
I frequently use focus stacking to ensure that even at extreme macro ranges, the entire depth of the watch face—from the hands to the date window—is tack sharp. If you need billboard-ready visuals for a high-end watch launch, my Pune studio is equipped to handle the entire production.
Ashish Gurbani
I’m Ashish. I treat every timepiece as a piece of architecture, not just an accessory. If a watch has a soul, my job is to make it visible on screen.
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