Why is it that luxury watch ads and displays always feature a time set to 10:10?
When you think of a luxury watch, the first thing that comes to mind is probably the price tag. But have you ever wondered why most luxury watch ads and displays always feature a time set to 10:10?
Until 2016, there was no definitive answer to this question, but there were a few theories.
📖 Theory 1:
The time 10:10 is often used in luxury watch ads and displays because it is considered to be aesthetically pleasing. The two symmetrical digits create a balanced and harmonious look, which is appealing to the eye.
The time 10:10 is often used in luxury watch ads and displays because it is considered to be aesthetically pleasing. The two symmetrical digits create a balanced and harmonious look, which is appealing to the eye.
Additionally, the use of the time 10:10 reinforces the notion that luxury watches are accurate and precise instruments.
📖 Theory 2:
10:10 is the time that Rolex founder Hans Wilsdorf looked at his watch when he created the company logo.
📖 Theory 3:
Setting the time to 10:10 on a watch face can make the brand name or logo more visible, as it is often placed at the 12 o'clock position. Additionally, this particular time setting is also associated with success and power.
Therefore, by featuring a time of 10:10, luxury watch brands are able to convey a sense of sophistication and prestige.
However, Karim et al (2017) performed an experimental study investigating the psychological effects of the default time setting on clocks and watches in ads.
The study showed that this time setting positively affects the emotional response of observers and their evaluation of a seen watch.
In conclusion, the strategic placement of a luxury watch at 10:10 is a deliberate marketing tactic to create an association of success and power. By subconsciously aligning time with positive attributes, luxury watch brands increase the perceived value of their products.
The next time you see a luxury watch ad or display, take a closer look at the time – it just might be 10:10.
Source: doi: 10.3389/fpsyg.2017.01410
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