This is a small selection of images/layouts used for LHA's first auction devoted exclusively to fine timepieces. As we had slightly more leeway creatively, we decided to use materials and objects from the auction house itself to accentuate the range of styles and time periods we had on offer.
That means Rolexes from the 30's were paired with marble popular on certain Deco pieces from the same time period (you can see what I mean at the Chicago Board of Trade); Cartier watches were shot on a writing desk who's leather and gold trim matched their branding...as the watches got more contemporary and utilitarian, the scenes shifted to more pared-down materials until the last timepiece - a Patek Philippe World Timer with an estimate of $30,000 to $50,000 - was shot outside against the skyline, hopefully fitting for a timepiece made for traveling from global city-center to city-center.
It was a fun project and a great excuse to stop and appreciate some of the different objects that come up for auction and see how different pieces of art and design can be combined to tell a story.
Prior to the auction, we reached out to Chicago menswear store Haberdash and Macallan Whiskey to help us host an event for dealers and enthusiasts. Our target audience was young, affluent men - men much younger than our typical collector/dealer base and clearly much different from who we typically reach with our jewelry and couture sales. Needless to say, it was a departure for a fine art auction house, but it went over extremely well, especially so given the more classic and refined direction menswear has taken in the past few years. Hopefully we can build on the relationships made during this process and I'll get to do more projects like this.
The following flyer was done by our Graphic Designer and Head of Marketing, Cassandra Mead. I think she did an awesome job.
