A product slider for a watch shop, on black

Why lens for watches

Watch buyers look closely, and they are suspicious of anything that wobbles. So the moves are short, about half a second, and the transition is a lens: glass bending for an instant, with colour fringing at the rim. It is the same event the buyer already knows from turning a real crystal under a lamp, and it shows up best on black.

Nothing runs by itself here. Each step is a decision. Further down the page the row has a lens under the pointer in place of a zoom window, because the thing people want from a watch photo is to read the small print on the dial. If your photographs are not sharp enough to survive that, put off the lens and fix the photos first.