Why are Watches in Ads Set at 10:10?
The times may be a-changing, but not much in watch ads
Hello!
Did you notice yesterday was October 10th? 10-10.
My husband and I got married on October 10, 2010.
We chose the date because we thought it would be easy to remember: 10-10-10.
And it is!
But looking at watch ads in the Financial Times recently, I noticed that they were also fond of 10:10.
But why?
I was curious…
Some mysteries are hard to solve — but not this one!
There is a simple reason so many watches are set at 10:10 — it looks good.
Brand names tend to be centered on the upper half of a watch, so positioning the watch hands at 10 and 2 frames the brand and logo.
The display time of 10:10 also means that the hands don’t overlap, and the symmetry is appealing.
But 10:10 wasn’t always the desired time.
Watches advertised in the 1920s and 1930s used to display the time at 8:20.
A display time of 8:20 also allows the brand and logo space to be seen.
So why the change?
Well, 8:20 just isn’t as “friendly…”
In a 2008 interview, Klaus Peter Mager, a spokesman for Swatch, told the New York Times they photographed watches at 10:10 (instead of at 8:20) because “they’re smiling instead of a sad man’s face.”
The Hamilton Watch Company began using 10:10 in their ads as far back as 1926, and Rolex was doing the same in the 1940s.
By the 1950s, it was common to see 10:10 as the display time in watch ads.
And it’s not just the display time that matters in watch ads — it’s also the calendar day.
If a Rolex watch features the day of the week and calendar day, it will be Monday the 28th.
The number 28 is chosen because it maximizes the space in a date window, and is (apparently) visually pleasing.
But there is another reason to include a number eight.
Eight also happens to be the luckiest number in Chinese culture1, associated with wealth and good fortune, so perhaps seeing an eight in a watch ad helps sell luxury watches to certain customers.
The number 28 is considered lucky in Chinese culture also, as it sounds like “double prosperity.”
But who isn’t using 10:10 in their watch ads today?
Combing through the FT, I noticed several watches were pictured showing the time as “around 10:10”
I also found several Cartier ads online that showed the time as 10:08, 10:09 and 10:10. I wrote to them to enquire about their selection of time, but am yet to receive a response.2
But I did note their calendar date displayed was “08.”
And they aren’t the only ones who are showing times close — but not at — 10:10.
Timex uses 10:09:36 in their ads.
Showing the second hand slightly off-center allows any branding or dials at the bottom of the watch to be seen (although I note the second hand slightly covers the “W” in the ad below).
Timex even uses the 10:09:36 display time for their digital watch ads.
But there are exceptions to the rules, and I note that a Timex billboard that got a lot of attention back in 2022 shows a different time than their other ads.
The second hand in the watch image appears to be at 36, but the time showing appeared to be a mysterious 10:17.
And some brands ignore the 10:10 completely.
Parmigiani sets the time as 7:08, which is founder Michel Parmigiani’s time of birth.
They also use “2” as the date display, in honor of his birthdate (December) 2nd.
And then there’s Apple…
Apple’s iPhone – naturally – sets its own trend.
The time on Apple’s iPhone used to be set at 9:42 am – which happens to be the time Steve Jobs introduced the iPhone at a MacWorld conference in 2007.
But then in 2010, the first iPad was released – at 9:41 – and suddenly their phones were displaying 9:41 instead.
According to former iOS chief Scott Forstall, the Apple keynotes are designed so the “big reveal” happens around 40 minutes into the presentation.
“When the big image of the product appears on screen, we want the time shown to be close to the actual time on the audience's watches,” Forstall explained.
“But we know we won't hit 40 minutes exactly.”
Some Apple watches have shown the time as 10:09 – perhaps a strategic choice that positions them ahead of the competition?
Or a nod that they understand the history of 10:10 as the watch display time, but that they are different.
So there you have it…
The simple answer why watches show at/around 10:10 in their ads is because it looks good.
Even though we were probably taught not to judge a book by its cover, advertisers know that we still do.
And they’re hoping that when you see a watch “smiling” at you, you’ll want to buy it.3
One more thing…
Even the scientists are curious!
A 2017 psychological study detailed the results of experiments comparing the effects of watches set at [the smiling] 10:10, [the sad] 8:20, and the “neutral” time of 11:30.
They found that watches set at 10:10 “induce significantly stronger feelings of pleasure compared with the other time settings.”
“Moreover, watches set at 10:10 induced in women significantly stronger ratings of pleasure than in men.”
The authors of the paper note there are “several limitations” of their study, but who knows?
If you want a sell a watch, setting the time at or near 10:10 may help you make the sale!
PS - As soon as you know about the 10:10 setting, you’ll start noticing it everywhere — like this image at Waterloo Station in London.
What Else Is On My Mind?
This newsletter focuses on things I’m curious about, but I also write articles inspired by what’s happening in the world of business and leadership — and where it crosses over with communication and pop culture.
And when I read about Paramount’s latest round of layoffs, suddenly I was thinking of my favorite quote from Jurassic Park.
Find out why Paramount’s layoffs have me thinking about Jurassic Park in this article I wrote: Don’t Tell Me - Show Me 4
How Can I Help?
I’ll keep saying it: Communication matters.
If you want to improve your communication (and get all the good things that come with that), I’m your gal.
So many companies could reap massive rewards – from performance and culture to retention and engagement – by improving their communication.
So, if you know someone who could benefit from some help (as even the most seasoned leaders do), please get in touch and check out my website for more information.
You can also see my Top 10 list of what I can (and can’t) do for you here.
And if you see any communication examples (the good, the bad, and the ugly) that you think are worth analyzing or sharing, please send them my way!
Stay Curious!
-Beth
Fun fact about China and the number 8: The Opening Ceremony of the Beijing Olympics began at 8 minutes and 8 seconds past 8 pm on the eighth day of the eighth month in the eighth year of the 21st century (August 8, 2008). China would go on to win the most gold medals in the 2008 Olympics. Coincidence?
I guess this isn’t the kind of media query they answer.
Good thing that Parmigiani watch isn’t smiling at me. Those watches are expensive!
Anyone else think of My Fair Lady when they hear “Show Me”? No? Just me?
Fascinating, keeps me curious too! 🤓📚🔖💯
Happy anniversary!