Artificial Intelligence in the Watch World: Pineapple on the Pizza or Post-Dinner Cappuccino?

Why We Use CGI at LIGURE, and Why We Still Love Real Photography...

Computer Generated Image, or Photo?

CGI and AI offer undeniable advantages for marketers and watch brands. At LIGURE, we understand the appeal. Used well, it’s a bit of a “guilty pleasure.” Everything becomes faster, cleaner, and more consistent.

• Fast & flexible: Swap dial colors or straps without reshooting a full set.

• Consistent everywhere: The watch looks the same across webshops, dealers, and press.

• Low-drama production: No dust under the crystal, no reflection battles, no “let’s redo the whole thing.”

• Launch-friendly: You can prepare strong visuals before every physical piece is ready.

  
  

It’s easy to see why many brands lean into CGI and AI. It’s efficient, cost-effective, and delivers eye-catching imagery that sells the dream.

CGI Makes Watches Look Perfect, and That’s the Problem

3D Animated Video of the LIGURE LWT23006N

Despite its advantages, CGI and AI-generated images come with real downsides:

Loss of Authenticity

Watches are tactile, mechanical objects. They possess subtle imperfections, tiny textures, and reflections that change with every angle. CGI can smooth all of that away. The watch starts feeling more like a concept than a companion.

Unrealistic Perfection

Flawless surfaces and “impossible” lighting create an idealized version that doesn’t match real life. When the watch arrives and reality looks… well, real, that gap can lead to disappointment. That’s exactly why, at LIGURE, we’re genuinely in love with the work of Dutch photographer Mark Groen. His images capture what renders often can’t: real light, real depth, real texture, and that little bit of soul that makes a LIGURE feel like a timepiece, not a 3D file.

Detachment from Craftsmanship

Watchmaking is built on tradition, precision, and skilled hands. Overusing CGI risks disconnecting the product from that heritage. The story shifts from craftsmanship to computer perfection.

Customer Trust Issues

If customers discover the visuals are renders rather than real photos, some can feel misled—even when the product itself is excellent. That’s why transparency matters. Clearly label what’s CGI, and back it up with real-world photos and videos when it counts.

At the same time, CGI can be genuinely useful—especially for a design like LIGURE’s case, where the character lives in the subtle wave and the way the surfaces catch and roll light. A controlled CGI animation (or 3D view) can reveal that play of reflections in a way a single static image often can’t.

The key is balance. Use CGI to explain the design, and use real photos and video to prove the reality. For LIGURE, the key balance is: CGI for clarity, real imagery for credibility.

LIGURE WATCHES Rule: Use Tech, Don’t Fake Reality

In Mark Groen's studio, a detailed shot of the Ligure Nero di Seppia showcases its bold design, featuring luminous hands, clear markings, and robust construction, perfectly captured in a professional setting.

As mentioned, we see AI and CGI as tools to support storytelling, not replace reality. We use these technologies to:

• Visualize Concepts Early

Before producing physical prototypes, CGI helps us explore design variations quickly.

• Enhance Marketing Materials

CGI complements real photography, filling gaps where physical shoots are impractical.

• Maintain Authenticity

We always include real photos of the actual watches alongside CGI renders to give customers a true sense of our product.

This approach respects the soul of watchmaking while embracing modern tools. It’s like adding pineapple to pizza thoughtfully, knowing when it enhances the experience and when it detracts.

The Essence of LIGURE Watches

At LIGURE, we believe that every watch tells a story. It’s not just about telling time; it’s about capturing moments. Our designs reflect the elegance of Italian craftsmanship. Each piece embodies a blend of tradition and innovation.

The Craft Behind the Design

Every watch is meticulously crafted. Skilled artisans pour their heart and soul into each piece. They understand the nuances of materials, the subtleties of design, and the importance of precision. This dedication ensures that every LIGURE watch is not just a product but a work of art.

The Experience of Wearing a LIGURE

Wearing a LIGURE is an experience. It’s about feeling the weight of quality on your wrist. It’s about the way the light dances on the surface. It’s about the connection you forge with a piece that resonates with your spirit.

The Journey of Discovery

When you choose a LIGURE, you embark on a journey. It’s a journey of discovery, of finding the perfect watch that speaks to you. We encourage you to ask questions. We welcome your curiosity.

Buying Your First LIGURE?

Ask questions, we actually like that!

Thinking about buying a LIGURE? Great! Ask away: real photos (close-ups, wrist shots, “show me that bezel” shots), a quick daylight video, or simply: “*Is this CGI or a real photo, or video?”

*By the way, this is Computer Generated Video

LIGURE SHOP

Because if it’s truly good, it can handle real light. Nonna would insist. And if a brand won’t show it outside a virtual light tent? That’s basically serving pineapple on pizza… and calling it a Margherita.

Even better: Go visit one of our dealers. Sniff it (yes), touch it, feel it, and put it on your wrist. Because no render in the world can tell you how it actually wears.