We wanted to explore a different way of showcasing luxury. Rather than doing the standard product shots and focusing just on the watch details, we wanted to create an emotional and visceral experience for this film.

What you find in the luxury furniture industry are images with the furniture placed in an extravagant interior.

As you would know, this is because we unconsciously associate the furniture with the feelings we have about the interior.

 We wanted to attempt that methodology in this film by placing the watch in a beautiful, modern and minimal environment that is inspired by Tadao Ando's modern architectural genius.

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