Putting your watch on display: the eye, the light, the gesture

Photographing a watch is not just about megapixels. It is a discreet, almost ceremonial art, where the lighting reveals the volumes, where the dial becomes a miniature landscape, where a reflection can tell the story of the beveling of a horn as well as a fitting in a boutique. In the workshops, watch photographers talk about “shaping” the light like polishing an edge: with patience, precision, respect for the materials. The good photo is no accident; it's a carefully prepared meeting between your watch and the light.

Prepare the watch like a studio

Cleaning and politeness adjustments

• Microfiber and blower: remove dust and traces. A particle appears gigantic in macro.
• Rodico (or cleaning paste): for the recesses of the bezel, between lugs, around the crown.
• Bracelet ready: brush a brushed steel in the direction of the grain, polish a leather, adjust the links.
• Classic time: 10:10 a.m., small seconds at 30, set date (or hidden if outside the cycle).
• Winding: a full power reserve guarantees a smooth second hand during a “live” grip.

Simple accessories that change everything

• Window and white curtain: natural lighting diffuses without being harsh.
• A4 sheets, white tablecloth, shoe box: perfect for DIYing a mini studio and reflectors.
• Black cardboard (“flags”): they sculpt clear contours on the mirror polishes.
• Tripod, shutter release (or 2 s self-timer): stability = sharpness.
• Circular polarizing filter: reduces unwanted reflections on the glass.
• Adhesive paste: to hold the watch at an angle without it slipping.

Mastering lighting: the most valuable complication

A watch reflects everything: you, the room, the window, the lamp. The secret? A large and gentle source, intelligently placed. Indirect daylight remains unbeatable; a homemade softbox or light box works miracles. Banish the front spotlight: it crushes the volumes and drowns the dial in reflections.

• Place the watch 45° from the window. The light glides and reveals textures without burning the glass.
• Approach a white reflector on the opposite side to unblock the shadows and smooth the index fingers.
• Use black cardboard to draw a dark border along a polished chamfer: a “haute horology” moment.
• With a polarizer, turn slowly until you find the right balance between readability of the dial and shine of the glass.

The dial like a landscape

A sunburst reveals its rays when the light “scrapes” the surface; a guilloche vibrates at the slightest variation in angle. Tilt the watch rather than the device: 10 to 20 degrees is enough to light up the streaks, give depth to the flange, and make the faceted indexes hang. If the material is dark, underexpose slightly to preserve the nuances; if the dial is light, protect the highlights.

Play with reflections, not suffer them

The reflection is your brushstroke. Without it, a mirror polish appears flat; with excess, it becomes messy. Look for clear but controlled catchlights.

• Tilt the watch until the bezel returns to a continuous luminous border.
• Remove all point sources (bare bulbs, spotlights). Prefer a broad and single source.
• Place a black flag at the edge to mark an edge and lighten the glass.
• On a domed sapphire, a slight off-centering of the camera is enough to eliminate the glare.

Composition and style: telling rather than showing

Wrist or still life?

• Wrist shot: facing a window, elbow close to the body, wrist slightly turned 3/4. The arm guides the eye towards the watch.
• Wardrobe: shirt sleeves, leather, desk grain… favor materials that interact with the piece.
• Still life: map, passport, glasses, driving gloves... one accessory is enough. Beyond that, the image is lost.

Simple rules that work

• Rule of thirds: place the watch on a strong point, let the framing breathe.
• Vanishing lines: the diagonals of a book, the seam of a strap, the rib of a piece of wood guide the eye.
• Restricted palette: two dominant colors + a metallic touch. The dial must remain the hero.

Shooting techniques

Smartphone or camera: choose the tool

A recent smartphone is enough for a superb photo. Activate Pro/RAW mode if possible, avoid ultra wide-angle which distorts, prefer 2x/3x. Lock AF/AE on the logo or an index, lower the exposure from -0.3 to -0.7 EV to preserve the dial. A small tripod and remote release transform the situation.

With a hybrid/reflex, a 60 to 100 mm macro is the ideal lens. Start at f/8-f/11, ISO 100-200, on tripod. Move the watch rather than changing the lighting; every millimeter counts to tame a reflection.

Sharpness and depth

• Focus on an index close to the plane of the hands (1 o'clock/11 o'clock) for optimal perceived sharpness.
• If the watch is thick, practice simple focus stacking (2-5 views) to keep everything sharp without closing down too much.
• Avoid diffraction: beyond f/16 on most sensors, micro-detail disappears.
• Stabilize: tripod, self-timer, or stabilization activated if you shoot handheld.

Retouching and color fidelity

Retouching is not makeup; it's fine tuning. Start with white balance: daylight (around 5200K) as a base, or gray card if you have one. Adjust contrast and clarity sparingly; a slight micro-contrast can wake up the chamfers, but watch for noise on the dial.

• Remove dust and fibers with the correction tool. Focus, don't erase the personality of the room.
• Moderate saturation: keep a blue that stays blue, a green that doesn't invade. The dial dictates the law.
• Final sharpening after resizing. For the web, 2048 px on the long side and a slight sharpening are enough.
• Bonus: a low-light “lume” shot and a close-up of the movement enrich your series.

Express checklist before publishing

• Time at 10:10, hands clear of indexes and texts.
• Clean dial, dust removed, clear glass.
• Soft lighting, controlled reflections, no bulbs in the sapphire.
• Straight horizon, airy composition, readable subject.
• True colors, whites not burned, blacks not clogged.
• Sharpness where needed, no motion blur.
• Format adapted to the network (4:5 or 3:2), careful compression.
• A signature detail: chamfer, guilloche, texture of the bracelet… does your image say something?

Ultimately, photographing a watch is saluting the work of the hands that made it. A little method, a well-placed light, a respected dial: and your photo ceases to be a memory to become a portrait. The rest is just training and a taste for detail, just like watchmaking.