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The time is now 10:10.

You’ve seen ads for watches, right?  Online, in magazines, in newspapers (remember newspapers?)  Generally you get a good view of the watch, with its face showing, maybe its band, and… and maybe something else.  They’re selling watches, so what else is there to notice? One thing to notice is, of course, the time. The watch likely won’t be correct, since it’s just a photograph, but have you ever noticed what time it is in the ads? It’s always 10:10, or close to it.  Almost always, anyway. Go ahead and do a search for watch ads online.  Rummage through the old copies of The Saturday Evening Post and Life magazine stored in your grandparents’ basement.  It’s almost eerie, but it’s true: watches in ads almost always read 10:10.  This is an advertising convention dating way back, at least to 1926, when the Hamilton Watch Company started favoring this time.  Rolex picked up on it later on, and now it’s pretty much the standard time setting in all watch advertising. Ads for watche