Why does it show 10:09 am in Apple Watch promos?

Earlier, we talked about a long-standing tradition in the advertisements of watch companies. Clocks usually show 10.10 in advertisements, promotions.

Of course, this was not always the case. In the 1920s and 1930s clocks were set almost exclusively to 8:20. However, this practice was later abandoned. The reason was both aesthetic and psychological factors. Because 08.20 felt more negative, sadder. Hamilton Watch Company was one of the first companies to use the 10:10 clock in the 1920s. Later, watch giants Rolex and Timex made similar choices.


According to the news of the BBC, many conspiracy theories were produced about 10.10 am. BBC “Some believe it’s a reference to the assassination of Abraham Lincoln (which actually occurred at 22.15) or the bombings in Nagasaki or Hiroshima (actually at 11.02 and 8.15 local time). Others believe it’s a coded message from the Illuminati. believes,” he says.

However, the reasons are purely aesthetic. According to watchmakers’ executives, setting the hands at 10.10 am usually frames the brand name symmetrically.

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