Craft & Valor


Yeah Yeah its coming.

My Journey: Part I - Photography

As a professional, I have been designing for a long time. A very long time. Starting back in digital publishing with AOL (remember?), moving through the world of webdesign, and ultimately mobile. Some print and other digital products here and there, but mostly my focus and expertise has been in web and mobile design. The work represented in this site is literally a small fraction of the countless projects I have designed over my years in the profession.

As the years went on, I took breaks from design to chase other dreams, specifically music. Another post for another time maybe. Most recently, for about 3 years now, I founded a custom Rolex company called Tempus Machina Watch Company. What we do at TM is customize modern Rolex's, mostly Submariners, and redesign/rebuild them with the aesthetics and techniques that Rolex used in the 50s and 60s, as functional and wearable "heritage" models so to speak. As someone who has been collecting vintage Rolex since I was in my late teens/early 20s, when my partner and I came up with the idea, it seemed like a natural thing to do. It still does, and we are still actively designing and producing the modern counterparts of the iconic vintage timepieces.

The relevance of that is because we are a lean group of individuals, I found myself being almost 100% responsible for any marketing and outreach that we do. As with any business, social media engagement is crucial, and it is part of my role to run and engage customers/fans via social media, specifically Instagram. With this, I had to take photos of our watches. And not just any shitty iPhone photos, but good photos of watches that cost over 20k.

The Tempus Machina 809H

The Tempus Machina 809H

The Tempus Machina 216A

The Tempus Machina 216A

As time went on, and I spent virtually every day photographing our watches in different lighting, environments, and situations, I began to take more interest in the medium which I was using - photography. As with everything that I take interest in, I started to read and research almost everything and anything I could that had to do with taking good product photos. I won't bore you with the details, but what happened is was that I found myself falling in love with photography as a whole, not just in terms of photographing a watch.

This led me to take interest in street photography. I cannot pinpoint what or why I took a liking to it, only that it grabbed me, and I couldn't shake it. Street photography is a very peculiar thing for someone like myself to engage in. I am an introvert. I prefer the comfort of my home. I don't really like talking to people much, at least not small talk. But as most street photography goes, I had to actually leave my house, and get out of my comfort zone a bit in order to do it.

I have been doing this only a few months, and every day I learn something new. Tons of technical stuff aside, which I pick up aggressively on a daily basis, what I have been learning most is my own style. Like with anything as human beings, we try to adapt things to become our own, and although I am still finding my voice (or vision) when it comes to photography, I am enjoying every moment of this new path I am on.