Watches through the lens of CJ @Watchout247 - A fantastic photographer and person

At ALATO, we’re in the watch world because we genuinely love it — the craftsmanship, the history, the community. So we thought, why not shine a light on some of the amazing people we get to collaborate with? The folks who inspire us, and who help make this space so special.

Watches are more than just specs and brand names. They’re about stories, emotion, and connection. Few people capture that spirit better than the creators who share their passion through photos, videos, and thoughtful content.

After working together on a photoshoot for our ALATO Arvet, we caught up with CJ — the watch enthusiast behind @watchout247. We talked about what drives his love for watches, how he picks the pieces he features, and why this community means so much to him.

Here’s what he had to say.

Tell us a bit about yourself. Who are you, where are you from, and what do you do?

Im CJ. A passionate watch enthusiast, content creator and photographer. My origins are from South Africa but I currently live in Australia. I promote brands through my ever growing and engaging Instagram account and small Youtube channel.

What got you into watches, and what made you want to share your passion online?

My parents bought me a gold Seiko for my 21st birthday and while I loved the watch, I only ever used it for dressy occasions. Fast forward to many years later to the morning of my wedding day in New Zealand, I misplaced my watch. I was devastated. I returned to Australia after the wedding and found my self watching youtube on my lunch break as I normally would but this time coming across a video from Teddy Baldasaure talking passionately and enthusiasticly about watches. I didn’t understand. The enthusiasm was addictive and so I bought my first watch. The Casio Duro and the moment I turned that bezel and understood why…I was hooked!.

I started collecting from then and felt sharing photos of the collection on Instagram just made sense at the time but I could not have guested it would lead me to where I am today.

How do you decide which watches or brands to feature?

I’d like to give you a romantic reason behind my choices but its simple really, If I like the look of the watch, find it interesting or I know my audience will appreciate it then I want to get hands on it.

Your photography is fantastic—how did you develop that skill?

Since posting on Instagram you simply get jealous of how great some other people are at taking photos of their timepieces, I simply wanted to do the same. I started using my phone as we all start and through the friendships I’ve made in the WatchFam, I asked for tips, constructive critism of how I can improve and one thing led to another. I started honing in on my skills, improving and bought more gear that I can to admit but I have no regrets. Its turned into a new passion of mine now which is photography and hopefully soon it will be my career.

What’s been the most rewarding part of being in the watch community?

I have too many to mention but an unfortunate recent one was when a good WatchFam friend to us all had her home broken into and all her watches were stolen, the Watch Community heard about this and banded together in two separate groups to purchase a watch each for her. A small gesture but one Im sure meant the world to her.

You’ve worked with several brands—what makes a great collaboration in your eyes?

Working with brands means you get to know the people behind the brand which is always a highlight for me. Its often a one man or woman team or at times a multiple people but one quality or aspect that makes a great collab is when the brand is genuinely enthusiasts and its not just a money-making opportunity for them. This community is a strong and passionate one and we can often smell the wolf in sheep clothing.

If you could give one piece of advice to watch brands, what would it be?

This I feel is the biggest and has the most impact, but I know is the hardest to maintain and that is being envolved in the community. Whether that’s on Instagram, Forums, Youtube, Reddit, Facebook or Threads…..okay let’s be honest, no one uses threads lol

But seriously, the brands that do extremely well are the ones that get involved. Start chats, respond to comments, like and interact with other people/brands post. This reflects great with my previous answer. This I feel is the best advice I could give.

Why watch enthusiasts like CJ matter

At the end of the day, brands like ALATO can make watches - but it’s the community that gives them meaning. The way you share your passion, highlight details, and tell stories is what makes this hobby so special.

A huge thanks to CJ for sharing his journey! Be sure to check out his work on Instagram under the account @watchout247 and stay tuned for more conversations with the people who keep the watch world ticking.