'Time Flies' in Man About Town is a muted, vintage-era watch editorial that features a clean-cut pilot wearing casual menswear and a series of classic-modern timepieces. Photographer Elisabeth Toll and stylist Claire Dhelens are the creatives behind the photo shoot, which appears in the Autumn/Winter 2010/2011 issue.
This watch editorial is particularly refreshing because it eschews the highly sexualized theme we've seen in past timepiece advertorials. Typically, watch ads feature oiled-up nude models writhing uncontrollably; this photo shoot, however, exudes class.
In its combination of muted photography with a fully-clothed model's manly, almost rugged poses, 'Time Flies' in Man About Town not only authentically showcases timepieces, but also reinforces the magazine's emphasis on real men. See more images from the editorial above.
What Makes This Trend Stand Out
- Vintage-inspired Watch Editorials
- Opportunity for watch brands to showcase their timepieces in a retro context, appealing to consumers looking for classic-modern designs.
- Muted Photography in Advertisements
- New trend in watch ads featuring toned-down, sophisticated visuals instead of highly sexualized themes, creating a more refined and classy brand image.
- Emphasis on Authenticity and Real Men
- Magazines highlighting fully-clothed models in manly and rugged poses for watch editorials, catering to the growing demand for genuine and relatable portrayals of masculinity.
Sectors Adopting This
- Watch Manufacturing
- Watch brands can tap into the retro trend by designing and marketing vintage-style timepieces that appeal to a broader consumer base.
- Advertising and Marketing
- Brands can adopt a more refined approach in their advertisements, using muted photography to create a sophisticated and elegant brand image for their products.
- Fashion Publishing
- Magazines can focus on featuring authentic and relatable male models in their editorials, aligning with the demand for more genuine portrayals of masculinity in the fashion industry.
