One watch photographed well is straightforward. A line of forty references sharing a case and differing only in dial, strap or finish is the real brief, because every difference a customer is being asked to pay for has to survive identical treatment.
If the light shifts between references, a customer reads it as a difference in the product rather than a difference in the photography. The line is shot against one recorded setup, so a reference added six months later still matches.
A watch buyer compares before buying, usually across several tabs. Whatever is inconsistent between your references becomes the thing they ask about, and every question you create is a step further from the purchase.
The finishing is the argument for the price. Fuchs, Schreier and van Osselaer, four studies in the Journal of Marketing, found that products understood to be made by hand are judged more desirable than identical machine-made ones, independent of perceived quality. On a hand-finished movement, that detail is the product, and it either reaches the customer or it does not.
A generated watch has a dial that nearly reads correctly and a bezel with the wrong number of clicks. Enthusiasts spot it immediately and say so publicly, and watch buyers are the most detail-literate customers in any category.
Omega. Movado Group. Calvin Klein watches. Tommy Hilfiger. MVMT ceramic.
Send the range, the deadline and where the images need to run. hello@timothy-hogan.com
Words
330
Citations
1
Verify
1
Related reading
Omega. Movado Group. Calvin Klein watches. Tommy Hilfiger. MVMT ceramic.
Send the range, the deadline and where the images need to run. hello@timothy-hogan.com
Words
330
Citations
1
Verify
1