Many theories have been proposed regarding the setting of the time 10:10, which is thought to commemorate several significant historical events. However, the reality behind this practice reflects the profound thinking of advertising professionals.
If you are a watch enthusiast, you may have wondered why watches are always set to a specific time in all advertising images. If you haven’t noticed, you can easily check on Google right now. You will undoubtedly find that the images of watches are consistently set at 10:10.
This singular moment displayed on watch faces is not just a coincidence. According to Medium, this has been a trend for decades.
One theory suggests that the default adjustment of watches to 10:10 is a tribute to Abraham Lincoln, John F. Kennedy, and Martin Luther King, as that was the time they were assassinated. However, historical records indicate that the times of these figures’ shootings differ: Lincoln was shot at 10:15 and died at 7:22 the next morning; Kennedy was assassinated at 12:30 and died at 1:00 PM; Martin Luther King was shot at 6:01 and died at 7:05 PM.
The second theory claims that 10:10 marks the time when one of the two atomic bombs was dropped on Nagasaki or Hiroshima, Japan, during World War II. Setting the default time on watches to this moment is to honor the victims. However, historical documents reveal that the Fat Man bomb was dropped at 11:02, while the Little Boy bomb was dropped at 8:15 AM local time.
So, what is the real reason behind the default time setting of all watches worldwide?
The true reason does not lie in the time 10:10 but rather in the aesthetic value of this clock hand positioning. This seemingly simple secret conceals a sophisticated design mindset and deep aesthetics, especially in an era where watches increasingly lean toward decorative functions and user style expression.
10:10 on the clock forms a ‘V’ for Victory.
- The first advantage is that setting the time at 10:10 prevents the hands of the clock from overlapping. Therefore, customers can clearly see the design and details of each watch hand.
- Secondly, this position allows the clock hands to be symmetrical. Science has proven that humans tend to favor symmetrical structures. The positioning of the hands creates a sense of comfort for those who appreciate perfection, increasing appeal to customers.
- Notably, 10:10 on the clock forms a ‘V’ for Victory. The time 10:10 also resembles the wings of an eagle in flight, symbolizing strength, courage, and success.
The manufacturer’s logo is typically printed in the center, above the watch face. By adjusting the hands to the 10:10 position, the viewer’s eyes are naturally drawn to the space between the two hands, which is also where the watch brand logo is located.
Mr. Andrew Block, Vice President of the Tourneau brand, mentioned in an interview with The New York Times that the short hand and long hand are always set at 10:10 to highlight the logo and brand of the manufacturer.
The 10:10 position is like an unwritten rule in the watch manufacturing industry. Previously, manufacturers often set the default time to 8:20 for similar reasons. However, the downward position of the hands appeared somewhat negative, so manufacturers opted for an upward direction, creating a watch face that resembles a “smiling face” that looks positive and cheerful. This little “trick” of advertising may make consumers feel more comfortable when reaching for their wallets to buy their favorite watch. Consequently, 10:10 has become the traditional hand-setting style, even serving as the default time for watches without hands.
