Rolex Certified Pre-Owned
Rolex
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Shiny
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Glass
Rolex Certified Pre-Owned.
Shot for the launch of Rolex's new certified pre-owned wing, working with Deacons Jewellery, an authorised Rolex dealer. The work covered their RCPO stock and set a direction for how the watches could be shot. Pre-owned has to look certified. The same watch photographed loosely reads as second hand, so the pictures have to carry the guarantee before any copy does. I art directed, styled and shot it on location, stills and motion, on wrist with models alongside lifestyle still lifes. GMT, Submariner and Datejust in steel and two-tone, laid in a travel roll, shot on cobalt paper under a hard key with one clean cast shadow, then worn against the wood panelling and green leather of the showroom itself.
On the wrist the light stays continuous and warm on skin and cuff, with the specular on bracelet and bezel controlled rather than chased around the case. Wardrobe was colour blocked to the showroom leather, so nothing in frame competes with the watch for the brightest note. It is the one piece of luxury watch photography I have made on real wrists in a real retail interior, and it sits with the rest of the watch work on the jewellery and watches page. Art direction, styling and photography: David Lineton.
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