Lume Shot is a watch-focused brand created by Eric, who is passionate about horology and photography. Initially a collector, Eric transitioned into customizing and building watches, which sparked his desire to create his own branded line—Yoon Watches. Each timepiece is designed and constructed by him, showcasing meticulous attention to detail and craftsmanship, often from raw materials like titanium and stainless steel.

The brand also emphasizes the artistry of watch photography, particularly through "lume shots," which highlight the luminescent features of watches in low-light conditions. This technique has gained popularity among collectors for its ability to showcase a watch's unique characteristics and functionality. Eric has successfully leveraged social media, especially YouTube, where he shares high-quality videos to engage with the watch community. His focus on cinematography and storytelling enhances the appeal of his content, attracting attention from both enthusiasts and major watch brands.