How to Photograph a Watch to Sell Online – The Basics and Layout

Whether you’re selling a watch or looking to buy one, this guide on watch photography layout will prove useful. When it comes to photographing a watch for sale, the goal isn’t necessarily a flawless image but rather photos that represent the watch accurately and attractively. In the world of e-commerce, selling a watch requires more than just listing model details—it requires high-quality, well-thought-out watch photography.

In this guide, we’ll focus on the two essential aspects of watch photography: the basics and layout. With the right layout, your listing can stand out, regardless of the equipment you’re using. By the end of this article, you’ll gain a solid understanding of e-commerce watch photography, leaving no questions unanswered for potential buyers.

What is E-Commerce Watch Photography?

E-commerce watch photography involves capturing images specifically designed to sell watches online. This type of photography is challenging; in fact, many major watch brands now rely on CGI (computer-generated images) rather than traditional watch photography, which can sometimes lead to images that don’t accurately represent the watch in real life. Here, however, we’re focusing on authentic photography, starting with layout.

Whether you’re using professional equipment or simply a smartphone on your kitchen table, follow these layout tips to elevate your watch photography.

Prepping to Photograph

Clean Pictures Start with a Clean Watch
A clean watch is essential for crisp, professional photos. Before you start, ensure the watch is as clean as possible. If the watch and strap are water-resistant, you can wash them gently with mild dish soap under running water. Don’t forget to double-check that the crown and pushers are securely screwed down. Taking these precautions will prevent potential issues down the road.
If you’re new to watches and unfamiliar with some of these terms, we also have a blog that covers the fundamentals of a watch’s anatomy.
Set the Watch to 10:10
Setting the watch to 10:10 is one of the fastest ways to improve your watch photography. This standard practice creates a balanced, symmetrical layout that showcases the watch’s branding and features like date windows or complications without obstruction. Some photographers pull the crown to stop the movement, allowing time to set up the shot and later edit it in post-processing.
For professionals, this detail reflects expertise. My tolerance is between 10:08 and 10:12; anything outside this range usually warrants a reshoot if possible. Exception: some highly complicated calendar watches may require advanced knowledge to set.
For more on the 10:10 tradition
Pay Attention to Reflections
Reflections can make or break a watch photo. To avoid unwanted distractions, adjust lighting, use diffusers, and avoid wearing bright clothing that might reflect off the watch. A piece of white paper can also help bounce light and accentuate specific areas, especially the hands.
Avoid Dark Backgrounds
While dark backgrounds may seem appealing, they’re not ideal for e-commerce watch photography. A white background better illuminates the watch and highlights its details, which is why it’s the industry standard. Dark backgrounds can cause reflection challenges and aren’t worth the hassle for online listings.

Essential Shots for Watch Listings

Each of the following angles provides essential insights into the watch’s condition and details, answering questions potential buyers may have. For more on The Power of Watch Photography

Front Shot (Main Image): This is the primary photo that captures attention. It should showcase the watch face as a buyer would see it on their wrist. Use a piece of white paper above or below the camera to brighten the hands and make them stand out.

9 o’clock Side: This angle reveals the watch’s left side, including the case and part of the bracelet. It’s essential for showing wear and tear on the 9 o’clock side, which is often visible when worn on the wrist. It’s also the side most people lay their watch on.

3 o’clock Side: This angle captures the crown and crown guard, as well as details on the right side of the case. If the crown has unique engravings or details, this is the shot to highlight them.

Side Shot (On Its Side): This shot mimics the view of the watch as seen from the wrist, providing a lifestyle feel to the image while showcasing the case and bracelet from the 6 o’clock perspective.

6 o’clock Bracelet: This side shot of the 6 o’clock bracelet highlights the link count, condition, and any visible stretch. If the bracelet is worn, it may sag, which is something buyers will want to see.

12 o’clock Bracelet: Similar to the 6 o’clock shot, this image provides a look at the bracelet’s condition, link count, and clasp on the opposite side.

Caseback Shot: A good shot to have, especially for watches with transparent casebacks or those with information engraved on the back. It displays the movement or details like serial numbers, reference numbers, or limited edition engravings.

Watch with Papers and Accessories: This picture displays the watch with the papers and accessories it comes with. If the watch has warranty paperwork, this is where you’ll show the purchase date. Include any links that may have been removed; combined with the side bracelet shots, this will help buyers confirm the full link count.

Clasp Shot: The clasp area often shows wear from everyday use, known as “desk rash.” A clear shot here shows buyers the condition of this high-wear spot.

Watch with Full Set: These pictures include the watch and all its original contents.

Recommended Additional Photos (Using a White Background)

I normally add a few shots of the watch in its box from different angles to reassure the customer that these are real photos. With the rise of CGI watch photography, this adds an extra layer of trust.

Rolex GMT-Master II Batman Stainless Oyster Bracelet Black N Blue Ceramic Bezel

Conclusion

By following these layout tips, you can create compelling, informative images that boost your watch’s appeal and provide buyers with the details they need to make a purchase decision. Whether you’re a professional or a casual seller, high-quality watch photography can make all the difference in a competitive online marketplace. This ensures that the listing isn’t deceptive or misleading.

At Capturing Watches, we prioritize transparency by providing detailed images of all the contents a watch comes with in our e-commerce watch photography. By doing your due diligence and ensuring you have a clear understanding of what is being offered. Our services ensure each watch looks as captivating on-screen as it does in person.