Dialled in with Steve from @heroes_watch – where horology meets heroes

Meet Steve from @heroes_watch

We all love a good watch story. But what happens when that story’s told with a little more flair – a little more Marvel, a little more Jedi, and a whole lot more imagination?

Meet Steve – the creative force behind @heroes_watch, the Instagram page that fuses watches with the aura of superheroes, the grit of galactic warriors, and a whole DIY ethos. Steve’s taken his love of watches and pop culture to create some truly unique watch photography, and as Steve pointed out – not a coffee bean in sight. 

From GoldenEye to hero time – the early spark

Like many of us, Steve’s journey into watches began young. But rather than stumbling across a family heirloom or picking up his dad’s old Seiko, his obsession started with something altogether more pixelated:

“It started when I was around 12. I think GoldenEye was a big influence. That pause screen with the watch always stuck with me – it felt cool, mature, almost like a piece of jewellery. James Bond definitely got me into watches.”

When Steve received his first paycheck (at £4.30 an hour back in the day), he rewarded himself as a teenager. Over time, the collection grew. And like any self-respecting enthusiast, it didn’t stay simple for long.

“I was always a one-watch guy for a long time. Once a watch wore out, I’d get another. I always wanted a luxury watch but couldn’t afford one.”

Cue the Invicta Pro Diver – often a gateway into the world of automatics for many. It started a collection that now spans around 25 pieces, each with a story (and most often a superhero sidekick) attached.

Why stop at “The Hulk” and ‘The Batman”

You’ve probably heard nicknames like “Hulk” and “Batman” floating around in Rolex circles. Steve took this one step further, with action figures in hand.

“I just started noticing that certain other watches reminded me of characters – like that one looks like Darth Vader… that one feels like Boba Fett. It grew from there.”

Thus, @heroes_watch was born. It blends watch photography with storytelling, using figures from Marvel, Star Wars, DC, and beyond to create dynamic scenes around each timepiece. Not just posed next to the watch – but interacting with it, climbing it, battling over it, sometimes painting it.

“@heroes_watch started as something fun. I began incorporating action figures more deliberately –  Spider-Man, Wolverine –  matching them with watches and creating scenes. The community really took to it.”

And that community, as it turns out, is at the heart of everything Steve does.

Behind the lens

If you thought the photography on @heroes_watch came from a high-end rig and studio setup, think again.

“I shoot everything with my phone. I used to balance my laptop on boxes for backgrounds. Now I use my TV or a small vanity desk.@

The results? Far from a home-made setup.

Steve transforms household items into cinematic sets. It’s resourceful, authentic, and frankly, a breath of fresh air in a digital landscape full of slick over-editing. It’s also a brilliant reminder that you don’t need to pay out on the latest gadgets and tech to embrace your passion, and create some striking pieces of art. 

I’ve made my own diorama pieces using foam board, paint, even Lego shop cups and LED strips for lighting effects. It’s all DIY. The fun part is making it work with minimal gear..”

Creativity on call

From chatting to Steve, it was clear that embracing his creative flair wasn’t something new to him.

“I’ve always loved drawing. I used to paint custom Star Wars figures and make tutorials on YouTube. Photography became my new version of drawing – building scenes in my head and making them come to life. That’s my art now.”

Is the process pre-planned? Or does inspiration strike on the fly?

“Bit of both. Sometimes I get a new watch and instantly know which character it pairs with. Other times, I’ll get a new figure, like this new Batman here – and create three scenes based around him.”

Sometimes scenes are binned halfway through. Sometimes they click in minutes. One recent Ghost Rider shot came together in ten minutes and just worked. 

“It needs to feel right to me. If I’m not happy with a photo or composition, it doesn’t go out.”

Storytelling, not just snapshots

If there’s one theme running through everything Steve creates, it’s narrative. Whether it’s Luke and Vader arguing over a watch collection or a Storm Trooper known to his community as Mr Trooper mischievously painting watches instead of the character in front of the easel. 

“It’s all about storytelling. Not just a figure next to a watch, but a scene, a narrative. That’s what people engage with.”

Steve’s also dabbled with AI art – not to replace his signature style, but to have a laugh with storyboards and character banter. It helps maintain engagement during the quieter periods, (and when the algorithm decides to go on strike).

“Instagram’s a rollercoaster. Sometimes the algorithm dips, and you get no likes. Other times, something picks up.” 

Collaborations, community, and connection

Steve has built friendships through the page, collaborated with fellow creators, and even attended Star Wars events with mates he met online.

“I’ve made real friendships through Instagram – even gone to Star Wars events with people I met on the page. It’s hard to find like-minded people in real life, but the watch and toy communities online make that possible.”

Instead of collaborations with watch brands, Steve likes to join forces with similar pages or fans of his page. Someone will send him a shot of their watch – he builds a scene. A blade cutting through a crystal. A superhero standing victorious over a mechanical battlefield.

“I enjoy collabs – it expands reach and connects people.”

The collection and the grail

Despite all the photography, Steve doesn’t always wear what he shoots. His collection spans around 25 watches or all shapes and colours, but if there’s one watch he’s gunning for, it’s Tudor.

“If you could own any watch, what would it be?”

“A Tudor – 100%. I usually prefer 40mm and up. There’s a heritage to Tudor that resonates with me. Feels more grounded than Rolex.”

What comes next?

For now, @heroes_watch is still a passion project. Steve’s toying with the idea of YouTube reviews, but there’s no rush. The joy is in the making.

“I’ve thought about doing YouTube watch reviews, but for now, it’s just a hobby I enjoy. I’m happy where it is – if inspiration strikes, I’ll go from there.”

And really, that’s what makes @heroes_watch so appealing. No pretence, just Steve who loves watches, superheroes, and telling stories that stick in your head long after you’ve scrolled past.