If you’ve seen Apple’s Watch commercials or online advertising and promos, you’ve seen 10:09 as the default time on each watch face. Why? Steven Tweedie knows:
Apple CEO Tim Cook introduces the Apple Watch during an Apple event in San Francisco, California March 9, 2015. If you see an advertisement for a watch, chances are you’ll see the watch’s time set to 10:10.
Watchmakers have traditionally chosen 10:10 as their display time because it ensures that the watchmaker’s logo, which is usually engraved beneath the 12, isn’t obscured by the watch hands. On top of that, having the hands at 10:10 is symmetrical.
Apple, however, chooses to display a slightly different time on all of its Apple Watch promotions, setting the time one minute ahead to 10:09 rather than 10:10.
Apple is a rather deliberate company which pays attention to details that others ignore.
So, what’s with 10:09?
Apple wants the Apple Watch’s time to be ahead of even Timex, and displays a specific time of 10:09:00 or 10:09:30, both of which allow Apple to consider itself “ahead of the times” with the Apple Watch.
That’s just so much bull. At 10:09, Apple is actually behind the times of other watchmakers, not ahead. I say it’s because 10:09 is perfect symmetry, while 10:10 is not.