Why luxury watchmaking embraces CGI
A high-end watch is, above all, an object of engineering and craftsmanship. Every detail matters: the finish of the steel, the clarity of the sapphire crystal, the movement of the mechanism, the texture of the strap. Capturing all of that complexity in a still image or video is one of the greatest challenges in product photography.
CGI solves that problem at the root. Instead of trying to photograph a physical object under perfect lighting conditions — something that in watchmaking can require days of setup and multiple sessions — CGI starts from a detailed 3D model of the watch and builds the image from scratch, with complete control over every variable: light, reflections, materials, composition and movement.
The major watch maisons have been integrating CGI into their visual production workflows for years — not just for global campaigns, but for catalogues, point-of-sale materials, digital content, and communications pieces that require variants across different contexts without having to repeat a shoot.
"In watchmaking, the difference between a good image and an exceptional one lies in details the eye barely perceives consciously but the brain registers. CGI allows you to control exactly those details."
What CGI allows that photography cannot
Mechanisms and interior movement
Showing a watch calibre in motion — wheels, levers, springs — is practically impossible for photography without disassembling the piece. CGI allows the complete mechanism to be animated with absolute technical accuracy, revealing internal layers that normally remain hidden.
Perfect materials and finishing
Polished steel, rose gold, brushed titanium, anti-reflective sapphire crystal, mother-of-pearl dials. Each material has its own optical behaviour that in photography can produce unwanted reflections. In CGI, materials are modelled with real physical properties and rendered without compromise.
Unlimited variants
A single reference in five case finishes, three strap types, and four dial colours equals sixty photographic combinations. In CGI, each variant is a material change on the base model. Production time and cost do not multiply with the number of variants.
Imagery before the physical prototype
In watchmaking, the development timeline for a new reference can span months or years. CGI allows complete campaign materials to exist before the physical watch is available, bringing communication forward to align with the launch.
Does your watch brand need high-end CGI content? Go straight to the portfolio.
View portfolioReal watchmaking projects
Two examples of watchmaking projects produced at BM Produccions.
Lebond — Antoni Gaudí Collection
Cinematic 3D animation for a collector's watch commemorating the centenary of Antoni Gaudí's death. Inspired by the Hotel Attraction — the visionary skyscraper Gaudí designed for New York that was never built — we developed two cinematic films showcasing both the craftsmanship of the watch and the architectural foundations of the project. View project
Berbier — 3D design for modern watchmaking
3D modelling, rendering and animation for Berbier, a contemporary watch brand. We produced photorealistic imagery for their website and visual assets for social media, with a focus on material fidelity and technical product accuracy. View project
The CGI production process for watchmaking
Producing high-quality 3D renders for luxury watchmaking requires a rigorous process. Every project starts from precise technical documentation of the watch — drawings, material specifications, photographic references — to build a 3D model faithful to the original.
Technical modelling
We build the 3D model of the watch from CAD files or technical documentation and visual references. Precision at this stage determines the quality of the final output.
Materials and textures
Every surface of the watch is programmed with its real optical properties: the refractive index of the sapphire crystal, the reflectivity of polished or brushed steel, the translucency of the mother-of-pearl. This materials work is what separates a generic render from an image that competes with studio photography.
Lighting and composition
We reproduce the principles of the best specialist photography studios — soft light sources, controlled bounce, gradients that emphasise the shape of the case — without the physical constraints of a real space and equipment.
Animation and delivery
For video pieces, we animate the watch in 360°, show the mechanism in operation, or integrate the product into virtual environments. Delivery in all required formats: print, e-commerce, social media, broadcast.
Got a watchmaking project and need 3D renders or CGI video? Tell us what you need.
Talk to the teamBM Produccions — CGI for luxury watchmaking
We produce renders and CGI video for watch brands that demand the highest level of visual quality. We understand what it takes to communicate precision, craftsmanship and exclusivity through every image — and we know how to translate that into every piece we produce.
If your brand needs high-end CGI content, the first step is to see the work.