The Client and Their Brief
Hatton Watches came to us with very little existing imagery. This was both an opportunity and a challenge.
The opportunity was creative freedom. We had the chance to help define the look and standards for the brand imagery going forward, creating a visual language that could be built upon for future campaigns.
Ultimately, that creative freedom is what excites us most. Taking a product, understanding what makes it special, and creating imagery that gives people a reason to connect with it is the part of photography we love.
This case study highlights the creative photography created for the orange Hatton Subocean Chronograph, designed for their website homepage, alongside campaign imagery for their Racer and Subocean II watches for website and social media use. We also created detailed product photography and a short-form social video filmed in our studio in a 9:16 format.
What We Did
Product Photography
We started with detailed product photography, focusing on views of the watch beyond the traditional face-on image.
The aim was to highlight the craftsmanship within the design—the minute details of the numerals, hands and crown, while capturing the textures of the brushed metal and other materials.
When photographing watches, we always want to get close. The imagery should combine beautifully executed technical photography with a more tactile, “touchy-feely” quality. Watches are incredibly personal products, and the photography should help the viewer understand their material properties and craftsmanship.
Getting close to a product does introduce its own challenges, particularly around focus. Shooting at high magnification with longer lenses naturally reduces depth of field, meaning only a small area of the watch may be sharp at any one time.
The solution is either using specialist tilt-shift lenses or focus stacking. For these images, we used focus stacking to combine multiple exposures, creating images that are sharp throughout while maintaining a natural photographic feel.
The Orange Subocean
For the orange Subocean Chronograph, we wanted to highlight the bold colour and character of the watch.
Creating two identical images with different lighting approaches—a brighter, cleaner version and a darker, moodier version—allowed us to show the versatility of the design while keeping the watch perfectly consistent between shots.
The challenge was precision. The camera and lighting rig needed to remain completely fixed so both images could align perfectly. A subtle textured background added depth and richness without competing with the watch itself.
The Splash Image
For the splash image, we first built a lighting setup that made the watch feel premium, carefully highlighting the different facets and materials.
Once the watch was looking its best, we introduced water into the scene, timing multiple captures to create different splash shapes. These elements were then combined in post-production to create the final image.
The result was an energetic image that added movement and excitement while maintaining the quality and refinement expected from a luxury product.
The Racer – Light Flare
For the Racer campaign image, the client provided an inspiration image as a starting point.
We never aim to simply copy a reference. Instead, we look at what makes an image feel right and use that understanding to create something original.
The Racer watches take inspiration from motorsport. When you strip that back, the key ideas are movement, speed and excitement.
The light flares were introduced to create a sense of movement and energy, while the textured background—created using a piece of car upholstery—helped connect the watch to its automotive inspiration.
The Video
Alongside the still photography, we created a short social teaser video designed to stop people scrolling.
Using a camera slider combined with glitch effects and modern editing techniques, we created a cinematic piece of content with a contemporary feel, designed specifically for vertical social platforms.
The Lighting
Watches are beautifully considered products. Every element—from the brushed metal case and polished chrome details to the glass, leather, rubber and intricate watch faces—has been designed with purpose.
Our role is to reveal those details and make sure every material looks and feels as it should. A great watch image shouldn’t just show the product; it should help you understand the craftsmanship behind it. You should be able to imagine the weight of the metal, the texture of the strap and the precision of the tiny details.
Achieving that takes a careful balance of light. Soft light helps create the refined feel expected from a luxury product, while negative light is essential for controlling reflections and allowing you to see through the glass. Textured or colourful watch faces often need harder light to reveal their character and bring out the depth within the design.
The challenge is combining all of these elements on such a small product. Every surface reacts differently, and small adjustments can completely change how the watch feels.
This is where experience and craft make the difference. When every component works together harmoniously, the final image doesn’t just show the watch—it communicates the thought and quality that went into creating it.
How It Looks
The Results
The final collection gave Hatton Watches a suite of high-quality marketing assets to use across their website, social channels and wider brand activity.
More importantly, the photography helped establish a clear visual direction for the brand. With limited imagery available beforehand, the project created a foundation for how Hatton Watches could present their products going forward—combining technical accuracy with a more emotive, premium feel.
The original Subocean model went on to sell out quickly, and the imagery played an important role in showcasing the watch and creating engagement around the launch.
