A Leica Camera is the tool used to capture time.
A Leica Watch is the symbol of time itself.
In our crazy, ambitious, always online, always busy world — the feeling of a manual watch quietly ticking away on your wrist serves as a reminder to be present, purposeful, and enjoy the luxury of having time on your side.

The campaigns we created for the ZM 1 and ZM 2 watch collections were always centred around the philosophy of focusing on the essentials. The visuals followed a minimalist look and feel, highlighting the unique features and thoughtful design decisions made for each watch.

Take the Monochrom Edition, for example.  By removing all colour,  with the exception of the iconic red dot, the watch didn’t feel dull or lacking, in fact it felt even more aligned with the core design principles of Leica. The complete absence of colour revealed the finer details. Texture, form and material come to the forefront, creating depth.

For the Leica website relaunch, I helped shape the structure and content for the watch product page of the website, using with the modules provided by the website team. I wrote the web copy, using the tone we’d already developed for the watch segment — minimalist, refined, and quietly confident.

We also created a series of interview videos with key people behind the watches, including Andreas Kaufmann and Achim Heine, to bring the story to life on the site.

One of the biggest parts of the relaunch was introducing the first Leica Watch brand films. These were made to echo the look and feel of Leica’s “How It’s Made” series. I wrote the voiceover script and put together rough storyboards to help guide the edit, making sure the voiceover and visuals worked together to tell a clear, engaging story.

Leica ZM 11: Every Second Is a First

The design of the ZM 11 is the first of its kind to use a dual-layered dial to create the effect of a shifting gradient, one that changes with every angle. This idea of change, especially in relation to time, brings forward a positive perspective: a reminder that every second is a chance to do something new.