Have you noticed this peculiarity about watch adverts?


It’s very easy to miss but it’s right there before your very eyes. Watch adverts have something in common, they’re all set to the same time, 10:10. Before you whip out your conspiracy theories, there’s a logical reason behind it. According to Andrew Block, Vice president of watch retailer, Tourneau, hands are always positioned at 10 and 2 to “frame the brand and logo” which are generally centered on the upper half of the watch face, this imbues the watch with prestige – at least in the eyes of the buyer.

A Rolex won’t look so good if the words were obscured by the hands, or if the hands were strategically positioned to draw your attention to those iconic letters and make you part with your money.

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