AXIS OF RA

CAMPAIGN

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Photographed during a record-breaking summer heatwave in Paris, the Axis of Ra campaign was created with model Sebastian August Hedberg and photographer Christiaan Lourens at locations including the Louvre Pyramid and Place de la Concorde.

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Across a range of outfits and settings, the shoot brought the watch’s design language into the real world. Its golden central obelisk, black shadow hand and sun-inspired seconds hand were photographed beneath the bright Parisian sun, alongside the actual obelisk at Place de la Concorde and the contemporary geometry of the Louvre Pyramid.

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Despite the intense heat, the result is a calm and timeless visual story shaped by architecture, sunlight, shadow and movement.