ROLEX AND TENNIS AND ROGER FEDERER AND PLAYERS THAT ALL WEAR THE WATCH / PLUS A HISTORY OF THE TIME AND DATE 10/10

Welcome to Instagram @Rolex #101031 – Photo by @mraonic via Instagram.

 

At Rolex, watches are always photographed at 10:10:31, and for models that list the day of the week and calendar day, it is always Monday the 28th. A survey of hundreds of vintage wristwatch print ads posted online — in galleries at Adclassix.com, at the watch enthusiast site TimeZone.com, and on eBay — indicates that 10:10 was not always the norm. Watches in the 1920s and 1930s were almost exclusively set at 8:20.

 

The Hamilton Watch Company was among the first to clock in at 10:10; that time is favored in ads dating at least as far back as 1926. Rolex began consistently setting watches in ads at 10:10 in the early 1940s. Timex appears to have begun the transition in 1953, when its Ben Hogan model showed 8:20 while the Marlin model was set to 10:10.

 

Linda Kaplan Thaler, chief executive of the Kaplan Thaler Group, a New York advertising agency, learned about the 10:10 rule when her firm worked on a campaign for Rolex several years ago, and was drawn to the notion that it was like a smile.

 

“In advertising we would never expect someone to look at a watch and say, ‘The watch is smiling,’ but it’s just a feeling you get,” said Ms. Kaplan Thaler, co-author, with Robin Koval, of “The Power of Nice,” which features a big smile on its cover. The watch theme, she added, is typical of “subconscious cues that are used in print ads.”

 

Full article at NY Times – http://www.nytimes.com/2008/11/28/business/media/28adco.html

 

2nd article—-

One rumor that has circulated has been that the watch hands are placed at 10:10 because that was the time Abraham Lincoln died. However, Lincoln was actually shot at 10:15 pm and died the next morning at 7:00 am.

Another story states that the hands read 10:10 in honor of victims of the atomic bomb that was dropped in Japan. However, neither of the atomic bombs were dropped at 10:10, which disputes this theory.

 

However, the most realistic and practical reason as to why the hands are placed at 10:10 is for aesthetic purposes. When the hands read 10:10, the hands to do not overlap and can be viewed in their entirety. Also, if a watch has a date or any subdials, they are most likely located at 3, 6, or 9. If the hands read 10:10, then they will not cover up any of these complications. The hands at 10:10 also frame the brand name that is most likely stamped beneath 12 o’clock. It also provides more symmetry, which many people find to be more aesthetically pleasing in an advertisement. Plus, many people feel that it gives the illusion of a smiling face. Who doesn’t love a smile? So, although this reason is not nearly as exciting as the other rumors, this seems to be the most logical.

 

Full article at Crown and Caliber – https://www.crownandcaliber.com/blog/why-are-watch-hands-always-placed-at-1010

 

 

 

 

 

 

 

 

 

 

 

 

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