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branding, creativity

Why Watches In Advertisements Always Show 10:10

More of a random post this week:
I just looked at my watch and it was 10:10am. This instantly reminded me of a conversation I had with a friend a few years back. We were discussing subliminal marketing messages and trying to outdo each other. I had hit him with FedEx (where a forward pointing arrow can be made out in the logo). He then came back with the fact that all watches in advertisements have one hand on 10 and the other hand on 2 (so 10:10). He didn’t know why this was and I was intrigued so I did some research. I found the following suggestions:

– There is a natural line of symmetry which is aesthetically pleasing for the buyer.
– The clock appears to be smiling.
– The ‘V’ shape stands for victory.
– It could be seen as a tick/check which is obviously positive.
– Typically the watch manufacturer’s name is above the centre so the hands appear to frame this. Your eyes are drawn to where the hands meet.
– It does not obscure the date window.

I would love to hear your thoughts and interpretations of this marketing/branding technique.

Link – 54 Kick-Ass Creative Logos

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About David Lowe

Founder / editor at Origin of Cool (www.originofcool.com) and World Sport Bloopers (http://www.worldsportbloopers.com). Talk to me about building online communities, social media, online advertising and cool stuff. Love ping pong!


6 thoughts on “Why Watches In Advertisements Always Show 10:10

  1. They also look like check marks.

    Posted by Chris Smith | April 9, 2010, 17:23
  2. Interesting, i’d never noticed this so did some research and it’s true, with one exception – Swatch are a combination of 10.10 and 8.22 (which is sort of like the opposite of 10.10).

    There must be some significance to this, but i have no idea, any thoughts?

    Posted by Euan Rowlands | April 10, 2010, 03:49
    • Very interesting. Maybe they are trying to start their own trend or ‘claim’ 8:22 as their trademark time. Their mentality could be that the hands are creating a shape that points upwards with positive connotations. Good spot Euan.

      Posted by sneezyhead | April 10, 2010, 11:33
  3. Interesting related article on iPhone clocks – http://www.networkworld.com/community/node/59824

    Posted by Euan | April 15, 2010, 13:51
  4. its sexual.like a womans legs spread apart

    Posted by dennis | September 26, 2010, 19:41

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