However it is thought that around 10 past 10 shows the watch at the best angle.
If the logo is directly underneath the 12, this time also has the advantage of “framing the brand name between the two hands.[8] It’s a symmetrical[9] time too making it pleasing to the eye. Often manufacturers photograph the watch with the second hand in a position which emphasises this proportionality:[10] pointing either at the 12, the 6, the 8 or the 4. Another favourite time with clock vendors has been 20 past 8, because of its symmetry.[11]
However 10 past 10 is thought to be a more "positive" time by brand experts, as it looks as if the face of the watch is smiling. Digital clocks are often sold at 12:08 for similar aesthetic reasons.
It is thought to be pleasing on the eye, with the increase in pixels "satisfying" the potential buyer.[12]
This decided answer hasn’t always satisfied though, with some people believing there are more sinister forces at work.[13]
A favourite conspiracy theory is that clocks show 10 past 10 because that is the exact time of Abraham Lincoln’s death.[14] However, although he was shot at 10 past 10 in the evening, he died at around 7 am the following morning. Another theory is that the clock is set at this time because that was the time that President John F Kennedy was assassinated.[15] However John F. Kennedy, was shot in the head in Dallas, Texas, at 12:30 pm.
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