The Wear It Well campaign was rooted in a simple insight: customers treat their watches as personal artifacts—placed alongside their most valued belongings at the end of each day. This informed a visual approach that layered product with lived context, pairing still-life precision with human narrative.

I photographed initial watch studies in-house to establish the direction, which was later scaled across global campaign assets.

The line Wear It Well emerged from generational language within the brand itself, paired with customer insights to define a tone grounded in authenticity and restraint.

I contributed to the development of the visual system, including photographic direction—favoring black-and-white imagery with a sense of intimacy, nostalgia, and everyday presence.