March 9, 2023

Scaling Luxury Watch Content with AI-Driven Precision

Time to Complete

2 weeks

Assets Produced

20 Stills & 1 Video

Customer Satisfaction

100%

About DOXA

DOXA is a Swiss watchmaker known for its professional diving watches and strong design heritage. With a long-standing reputation in the dive watch category, the brand is recognized for its bold use of color, technical reliability, and distinctive aesthetic. While rooted in professional-grade performance, DOXA watches are also designed for everyday wear, balancing function with versatility. For this project, the brand was preparing the launch of the SUB 200 II and needed a new set of visuals to support the campaign.

The Challenge

DOXA needed to produce a full set of campaign visuals that could match the quality of traditional watch photography while working within a fast timeline. The goal was to create macro-level product shots and lifestyle imagery that remained highly accurate in terms of materials, colors, and proportions. At the same time, the team had to work with limited initial assets—mainly basic product images—while ensuring the final outputs could scale across social media, product pages, and even large-format print.

Traditional vs AI Production

Traditional watch production typically relies on physical photoshoots, which involve studio setups, specialized equipment, and larger production teams. While this approach delivers high-quality results, it often comes with higher costs, longer timelines, and limited flexibility when revisions are needed.

Masaya’s AI-assisted approach offered a different model. By removing the need for a physical shoot, the team was able to move faster, iterate more efficiently, and reduce production overhead. This allowed for quicker adjustments and refinements throughout the process. The key challenge, however, was ensuring that this method could still meet the level of precision and detail expected from a luxury watch brand.

Why Masaya

Masaya approached the project not simply as an AI execution, but as a structured production system. The focus was on maintaining product accuracy at every stage, supported by a workflow that included calibration, controlled generation, and iterative refinement. This made it possible to handle detailed feedback and implement changes quickly, even at a micro level. Combined with the ability to deliver under tight deadlines, this approach made Masaya a strong fit for a precision-driven brand like DOXA.

What Sets Our Retreats Apart

01 / Premium Lodging

Our events prioritize comfort, safety, and respect—so you can show up as you are and fully engage in the process.

02 / Expert Facilitation

Led by experienced guides who know how to hold space, encourage participation, and keep things moving with purpose.

03 / Collaborative Energy

Connection is a core part of the process. You’ll learn just as much from the group as from the content itself.

Mallorca

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Colombia

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Marrakech

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Berlin

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Patagonia

Mallorca 〰️ Colombia 〰️ Marrakech 〰️ Berlin 〰️ Patagonia

Lisbon

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Madrid

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Napa Valley

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Vieques

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Cork

Lisbon 〰️ Madrid 〰️ Napa Valley 〰️ Vieques 〰️ Cork

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