Lifestyle creator. Storyteller. Based in Spain, always on the move.
I didn't get into watches because I was obsessed with them.
If anything, it started the other way around.
I was working in e-commerce, dealing with watches in the lower end of the market. Nothing romantic about it. Just products, margins, trying to make things move. But pretty quickly something became obvious. It wasn't the watch that made the difference. It was how it was presented.
The same product, completely different result, depending on the image, the angle, the feeling behind it.
That realization stuck with me.
Around the same time, I started to understand something else. Social media wasn't just a place to post, it had its own rhythm. Instagram especially. What pushed things forward wasn't luck, it was consistency.
New content, new ideas, new results — and that's how I started to understand the path of social media.
So I kept creating.
Almost every day for the past seven or eight years, in one way or another. Testing, adjusting, trying again. You start to see patterns after a while. What holds attention, what people react to, what actually moves.
People often ask me what equipment I use, what camera, what setup. And I get it. But in the end, it's never really about that. It comes down to light, and the feeling of a space. Finding an environment where the watch actually belongs, where it has room to grow.
That's what I look for.
At one point, I stepped away from e-commerce.
Not because I had a clear plan, but because I knew I wanted to do something of my own. I just didn't know exactly what that was yet. I had a few projects on the side, but nothing I felt ready to fully commit to.
So I did something simple.
In August 2024, I went down to Geneva with a few friends. The idea was just to reconnect with people I had met over the years and see what could come out of it. While I was there, I started shooting content for friends who run large Instagram theme pages.
That's when things started to shift.
One thing led to another, and suddenly there was interest from brands. I got asked to create content for a company, which later opened the door to more conversations, more opportunities. It wasn't something I had planned, it just happened naturally.
From there, it kept building.
My personal account started to grow, more people reached out, more projects came in.
But I've never been interested in saying yes to everything.
I look for projects that feel right. Things that can grow over time. Work where there's something to build, not just something to post.
Collectors Gallery is one of those.
Today, my work sits somewhere between content creation, brand presence, and social media management, working closely with brands to shape how they show up and grow online. I work directly with the people behind the brands, often owners, building how they're seen and how their content actually performs.
It's not about posting more. It's about doing it right.
Everything I do is built on being there. Being close to the process, to the people, to the product. No layers, no distance.
This whole journey only really started in late 2024.
And if the past year is anything to go by, it feels like things are only just starting to open up.
