Singer
Reimagined
Caballero

Flagship launch project for Singer Reimagined, created to support international press, brand communication and exhibition presentation.

Singer Caballero

Caballero represents a significant evolution within Singer's collection, balancing a strong design identity with mechanical depth and contemporary character.

The visual work was developed to support a major launch moment, requiring imagery suitable for international media, brand communication and exhibition display.

Singer Caballero dual sides

The visual approach focused on clarity and balance. Rather than amplifying drama, the aim was to allow proportion, surface and mechanical architecture to define the image.

Lighting was controlled and deliberate, designed to reveal form without decoration. Composition followed the geometry of the watch, ensuring consistency across the visual set. The objective was not to reinterpret the object, but to translate its intent with precision and confidence.

Singer Caballero

Singer Caballero

Singer Caballero

Singer Caballero

Singer Caballero

Singer Calibre-4 Solotempo

Singer Calibre-4 Solotempo

The resulting imagery was created to function cohesively across press features, launch communication and exhibition contexts, ensuring visual consistency regardless of scale or medium.

Singer Calibre-4 Solotempo

The work received wide international exposure and was featured across global media, including the Financial Times, and presented within an exhibition context in Geneva.

In photographing Caballero, my aim was to let its construction and intent speak first, allowing the watch to be understood through proportion, material, and mechanical presence rather than emphasis.

View more like this

Close