Sam Chui — Wood Workshop
Sam Chui
Sam Chui is a Hong Kong-based commercial photographer and the founder of Wood Workshop. With over 15 years of professional experience, he has built a specialist practice around luxury product photography — most notably luxury watch photography and fine jewellery photography — serving brands that place the highest demands on visual quality.
Wood Workshop focuses primarily on three core categories: luxury watch photography, fine jewellery photography, and premium still life product photography. This focused specialisation — rather than a generalist approach across all commercial categories — means Sam brings deep, problem-specific expertise to every commission. Clients include Anabela Chan, TSL Jewellery, Prince Jewellery & Watch, WH Jewellery, Andersmann, Giorgio Fedon 1919, and Zorbello.
Sam is a professional member of the Hong Kong Institute of Professional Photographers (HKIPP) and the Hong Kong Professional Photographers Network (HKPPN) — independent credentials that distinguish professional-standard practitioners in the Hong Kong market.
Studio Specialties
Luxury and commercial timepieces, from independent brands to maison pieces. Campaigns, catalogues, e-commerce, and editorial.
Fine jewellery, diamonds, precious metals, and gemstones. Campaign, collection, and e-commerce photography.
Premium products, luxury lifestyle objects, cosmetics, homeware, and accessories. Studio and editorial.
Approach & Philosophy
Every commission at Wood Workshop begins with understanding: the product, the brand, the audience, and the intended use. Lighting is built for the specific material qualities of the piece being photographed — whether that means rendering the depth of a watch crystal, the warmth of polished gold, or the brilliant fire of a diamond.
Sam works with both natural light and controlled studio lighting, and is flexible about where shoots take place. For clients based in Hong Kong, he can work in a rented studio space or come on-site to your showroom, boutique, or office — removing the need to transport pieces and allowing you to be present throughout. Post-production is managed in-house to ensure final images meet the exact standards required for commercial publication.
The client base extends well beyond Hong Kong. Brands and independent labels from the UK, Australia, the United States, and New Zealand regularly commission work remotely: products are shipped to Sam in Hong Kong, he photographs them, and delivers the final images digitally. The brief, shoot, and delivery are all handled without the client needing to travel.