The secret of 10:10: why is this time always displayed on watches?

Some of you have noticed it, others have never paid attention to it... Practically all the watches displayed in shop windows or featured in advertisements display the time at 10:10. But why has what was perceived as a small detail today become a universal standard in watchmaking The answer is in this article!

The historical origins of the 10:10, a deep-rooted tradition

Several stories attempt to explain the origin of this tradition:

One of the most famous says that Louis XVI, King of France, passionate about watchmaking, was reportedly beheaded at 10:10 a.m. on January 21, 1793.In tribute, watchmakers began setting their watches to this time, a practice that continues to this day. 

Another historical hypothesis linked to the international conference on the meridian, held in October 1884 in Washington, evokes the fixing of the universal time GMT Greenwich Mean Time, which later became UTC (Universal Time Coordinated) at 10:10, the time at which was branded the agreement establishing Greenwich as the zero meridian of longitude. The watchmakers would therefore preserve this historic hour in homage to the universalization of time.

Although these accounts remain debatable, they reinforce the symbolic and prestigious side of 10:10 in watchmaking.

The 10:10, an aesthetic choice of symmetry and balance

As you may have guessed, beyond the historical anecdotes, the main reason is aesthetic. At 10:10, the hands form a sort of Symmetrical and open "V", creating a very pleasant visual harmony.

This arrangement highlights the dial by not hiding the logo, often placed under 12 o'clock, nor complications such as dates or chronographs, generally at 3 or 6 o'clock. Thus, this configuration naturally directs the eye towards the brand name, thus reinforcing notoriety and visual recognition.

Moreover, this symmetry evokes a smile or a sign of victory, transmitted unconsciously to observers. This positive image inspires confidence, optimism and dynamism, three notions dear to many watch brands. This composition perfectly balances the watch and immediately catches the eye, which is a real plus for highlighting design and know-how.

Today, this practice has become a standard in watchmaking communication, used to standardize the presentation of watches in catalogs, advertising spots and window displays. 

10:10, the optimal time for the technical presentation

Beyond its aesthetic qualities, the 10:10 hour also presents a practical advantage for watchmakers and photographers. Indeed, as mentioned previously, this position provides optimal visibility of dial complications such as date windows or sub-dials, which might otherwise be hidden by the hands at other times. This makes it easier watch maintenance and adjustment, since the hands are far from the resting position (usually 6:00 or 12:00) and allow easier access to the mechanisms.

Moreover, this positioning has become so essential than today Some automatic winders are programmed to stop watches at precisely this time. during exhibitions, further strengthening this universal tradition.

On the same topic, you might also like to read
What is a chronograph watch?
What is a pocket watch?