The Hidden Reason Why Watches Are Always Set to 10:10 in Advertisements

Have you ever noticed that in watch advertisements, the time is almost always set to 10:10? You might think this is a coincidence, but there’s actually a clever reason behind this consistent detail. Let's delve into why this happens and the subtle psychological tricks at play.

Attention to Detail in Advertising

Advertising is all about precision. Every element in an ad is carefully crafted to catch your eye and convince you to spend your money. This is especially true for watch advertisements. The specific time displayed on a watch in ads is no random choice but a result of meticulous planning.

The Significance of 10:10

If you type "watch" into Google and look at the images, you’ll see a pattern: almost every analog watch shows the time 10:10. But why? The primary reason is to ensure all elements on the watch face are clearly visible. The hands are positioned to frame the brand logo, often located below the 12 o’clock mark, and avoid overlapping with other features like chronographs or sub-dials.

The Power of Subliminal Messaging

The choice of 10:10 goes beyond just aesthetics and functionality. It taps into the realm of subliminal messaging. When the hands of the watch are set to 10:10, they form a shape that resembles a smiley face. This subtle “smile” creates a positive association in the viewer's mind. Conversely, setting the hands to 4:40 would create a “frowning” face, which could subconsciously evoke negative feelings.

Linda Kaplan Thaler, a renowned advertising executive, explained this phenomenon to The New York Times, noting that consumers are more likely to purchase a product that has positive connotations. “In advertising, we would never expect someone to look at a watch and say, ‘The watch is smiling,’ but it’s just a feeling you get,” she said.

Exceptions to the Rule

While 10:10 is the standard, there are exceptions. Occasionally, you might come across watches set to other times like 08:27 or 11:48. Digital watches also follow different rules; for instance, Apple often uses the time 10:09 in their ads. Despite these variations, the principle remains the same: the time displayed is carefully chosen to enhance the watch’s appeal.

Conclusion

In the world of advertising, no detail is too small to be overlooked. The consistent use of 10:10 in watch ads is a testament to the power of subtle cues and their impact on consumer behavior. Next time you see a watch ad, you’ll know there’s more to that time setting than meets the eye. This small but significant detail helps create a positive impression, making you more likely to appreciate—and perhaps purchase—the watch.