How to Photograph Watches for an Online Store

Clean and set the watch

Dust and fingerprints are easy to miss and hard to remove later. Blow dust off with compressed air, and wear cotton gloves when you handle the watch so you do not leave marks on the crystal or the case. Set the hands at about 10:10, which one guide calls the industry standard, and check them with a loupe or magnifier so they sit symmetrically.

Light it to avoid reflections

Watch crystals and polished cases pick up every light source. Diffuse the light with a softbox or diffuser to reduce glare and harsh shadows, and move it until it does not reflect off the crystal or the bracelet. Remove lamps and windows from the frame where you can. Some reflections cannot be removed, so place them where they highlight the case rather than hide the dial.

Choose a plain background

For a store listing, a neutral background keeps the focus on the watch. Use white or light grey. Some stores require a completely white background, so check the rules for each channel. You can hang the watch so it appears to float, lay it on a textured surface such as wood or concrete, or loop the strap so the watch sits on its side.

Shoot the full set

• The dial and hands, with a macro lens or a close focus setting so fine details show.
• Both case sides and the lugs.
• The crystal, the caseback and the clasp.
• The bracelet or strap, and the buckle.
• The box, papers and any accessories, if they are included.
• Each color option, shot separately or combined in one image to compare.

Keep the set consistent and edit lightly

Keep the framing centered, the focal area the same size across images, and the same background and light for every watch. Edit to match the watch as it really looks: adjust exposure, a little warmth and saturation, and sharpness, but do not overdo any of them.