Most watch ads use 10:10 as the watch’s default set time. Some of the more famous watch makers have a preference for an exact time, for example, Rolex uses 10:10:31, TAG Heuer likes 10:10:37 and Bell & Ross opts for 10:10:10. I didn’t know this, or never paid it much thought, but watchmakers have been using 10:10 in ads because it appears symmetrical and does not cover up the brand logo, which are usually engraved beneath the 12.
So why do all the Apple watch ads display 10:09? And you know there is a deliberate reason. It’s because they’re always ahead of the times! According to the Business Insider article, “It all boils down to Apple using a cheeky pun to symbolically stake its claim to the smartwatch market, all while tipping its hat to an age-old watchmakers tradition.” Apple has been known to use display times that have a significance meaning. Apple uses 9:41 on all of its iPhone ads and promotional materials because it was the time when Steve Jobs first unveiled the iPhone in 2007.
There are some other theories on why Apple is using 10:09, saying that 10:09 is more symmetrical. But the pun theory is my favorite. Either way, we know that Apple pays attention to every detail and the choice was no mistake.
Check out the article here: http://www.businessinsider.
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