Omega’s Role in the 10:10 Tradition: The Story Behind Watch Ads

If you’ve ever browsed watch advertisements or e-commerce sites, you might have noticed something peculiar: watches are almost always set to 10:10. This time setting isn’t just a random choice; it’s an intentional and deeply rooted tradition in watch photography and advertising. In this blog, we’ll explore the intriguing history behind this practice and why it remains a standard in the industry today.

The Origins: Did Omega Set the Standard?

The tradition of setting watches to 10:10 in advertisements dates back to the early 1900s. Some evidence suggests that Omega might have been one of the first brands to consistently use this time in their marketing materials. Curiously, some of their earliest ads actually featured watches set to 8:20, essentially an upside-down 10:10.

In fact, Omega pocket watches were featured in publications as early as 1901 by Kirby Beard & Co with the 10:10 setting. However, it’s unclear whether it was Omega or Kirby Beard & Co that first popularized this practice. I speculate that the trend may have been driven by an old-school sign painter or designer rather than a specific watch brand. By the 1950s, during the Mad Men era, the 10:10 setting had become the norm across various watch brands.

While the exact origins remain somewhat mysterious, one thing is clear: the 10:10 setting gained popularity because it simply looks better. It draws the viewer’s eye naturally, especially in a world where most people read from left to right. Much like the “rule of thirds” in photography, the 10:10 setting aligns with design principles that create a balanced and visually pleasing composition. This is why watches are set at 10:10 rather than, say, 1:50.

The Aesthetic and Psychological Appeal of 10:10

So, why exactly is 10:10 the preferred setting? Here are a few compelling reasons:

Symmetry and Balance
When set to 10:10, the watch hands form a nearly symmetrical “V” shape, which creates a sense of harmony. This symmetry is not only visually appealing but also draws attention to the center of the watch face, where the brand logo is often located. This strategic framing subtly directs the viewer’s gaze to the brand name, enhancing its prominence.
A Positive, Smiling Look
The 10:10 setting resembles a smile or a checkmark, giving the watch a more inviting and positive appearance. In marketing, a smile is associated with happiness and satisfaction, which can influence customers’ emotions and make them more inclined to buy.
Showcasing Other Features
The 10:10 setting ensures that the watch’s subdials, date window, and other complications remain unobstructed, allowing potential buyers to see all the features clearly. Additionally, this setting keeps the brand logo, typically positioned at 12, 3, or 6 o’clock, fully visible, enhancing the overall presentation.

Why Understanding the 10:10 Tradition Matters for Designers

Why is it so important for designers to know that watches are set to 10:10 and not 1:50? While a designer might excel at creating artwork, understanding this tradition is crucial in watch advertising. It’s a practice deeply embedded in the industry, paying homage to the pioneers who set the standard long ago. The 10:10 setting isn’t just about aesthetics—it’s about respecting the heritage of watchmaking. This is especially relevant today; a quick Google search for “watch logo ideas” reveals an overwhelming number of examples that miss this critical detail.

How Capturing Watches Implements the 10:10 Rule in Photography

At Capturing Watches, we appreciate the significance of the 10:10 setting in showcasing a watch’s design. We strive to stay within the 10:08 to 10:10 range when possible, with a few exceptions. For our e-commerce clients, we consistently use this iconic setting to produce images that are not only technically flawless but also visually compelling. Our expertise in watch photography ensures that each timepiece is presented in the most attractive way possible, aligning with industry best practices.

Conclusion

The 10:10 setting is more than just a quirky tradition; it’s a blend of aesthetic principles, marketing psychology, and practical considerations. Whether you’re a collector, a brand looking to photograph your watches, or simply someone who appreciates horology, understanding the story behind the 10:10 setting adds an extra layer of appreciation.

For more insights into watch photography service, tips on presenting your luxury timepieces, or to explore how we can elevate your brand’s visual presence, connect with us at Capturing Watches. Let’s make your watches stand out—set to perfection!