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It’s always 10:10

We see almost all watches are pointing at 10:10 in advertisement. Is it because it’s just looking good or are they any other reasons for that? I started wondering why the advertisement companies choose to show it that way.
clockThere are some rumors about 10:10 that it is the time when Abraham Lincoln, John F. Kennedy, and Martin Luther King, Jr. were assassinated or died so the watches are showing 10:10 to use it as in remembrance. None of these are true. Also, there’s another false that the atomic bomb was used around 10:10 in Hiroshima and Nagasaki and in remembrance of all the victims, all unused clocks have the same time of 10:10.

What are the real reasons?

• The idea was originally from Swiss. When clock is at 10:10, we can clearly see their logo.
• It is a vertical symmetrical look and it’s about 110 degree that people feel comfortable.
• It is as if the watch is smiling and holding their logo. Timex used to set their watch as 8:20 but they changed to 10:09:36 because they wanted to make it to smiley face.
• When the clock is at 10:10, the hands are similar to the letter “v” which symbolizes victory.


  1. mphillips wrote:

    Interesting article. I never noticed this 10:10 in watch advertisements, and it makes sense since this position of the hands makes the logo visible while cradling it. I’ll be interested to “watch” for these 10:10 ads while thumbing through magazines going forward!

    Sunday, February 28, 2010 at 1:05 pm | Permalink
  2. EmFlores wrote:

    I honestly never thought that so much thought would go into the product preparation for ads that contained photography. I had no idea that there was a method to the madness, so to say Thanks for the informative post–like Melissa, I will pay more attention to these ads, as well as the photography in other ads.

    Sunday, February 28, 2010 at 8:55 pm | Permalink
  3. Jwojcik wrote:

    Wow, I didn’t know their were people out there that thought that watch companies were part of conspiracies.

    Thursday, March 4, 2010 at 6:45 pm | Permalink
  4. doolmin wrote:

    interesting how When clock is at 10:10, we can clearly see their logo. but the viewer can realize that?

    Friday, March 5, 2010 at 2:47 pm | Permalink