100 Years of Luxury

I was approached by agency Northstar to help the iconic watch retailer Watches of Switzerland celebrate their 100th birthday by creating a series of sets representing the decade in which each watch was created, in my handcrafted multi-layered papercut style.

We collaborated to create a series of multi-layered paper backgrounds for each exclusive watch, angled to add depth and place the watches at centre stage, with colours and patterns inspired by designs from across the decades.

This first series showcases the brand's 'Always On' collection set against a series of 1920s inspired set designs. Following this Watches of Switzerland partnered with some of the world's most esteemed brands, developing ten new and exclusive limited edition watches which dropped over the course of the year.

From bold geometrics to streamlined silhouettes, these layered backgrounds added depth and dimension, creating an eye-catching showcase for Watches of Switzerland’s partnerships with major brands, including Cartier, TAG Heuer, Hublot and Breitling. The result was a captivating campaign, captured by photographer Sun Lee, that paid homage to a century of exceptional design and timeless style.