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With Shore Projects' strong association with the sea, I wanted to use this as a theme running through the shoot.
However since I'm based in London, I had to get a bit creative. 

I don't want to ruin the magic, but the images were created using a using a humble fish tank, I wasn't even the first photographer
to buy a fish tank from the tropical fish shop that week!

Since the watches are waterproof to 100m, I thought it would be fun to actually get them wet, so in the first setup I did just that. I had to play about a bit to find a good balance between the choppy water and still being able to see the details of the watch but in the end I was very happy with the results.

With the second setup, I wanted to create a lighter, brighter set of images that make you think of summer and holidays lounging by the pool. By lighting the watch through the water, I was able to draw focus into the watch face, while highlighting the bubbles in the water.