Why Do Watches Show 10:10 in Photos? Myths and the Real Reason

February 18, 2026

If you’ve ever browsed a watch catalogue or searched for watches online, you’ve probably noticed something interesting: almost every watch displays 10:10.

Coincidence? Hidden meaning? Marketing conspiracy?

Over time, many theories have emerged — some fascinating, some quite imaginative.

The Popular Myths

1️⃣ A historic moment
Some claim 10:10 marks the time of a significant historical event or a president’s death. In reality, none of these theories are factually accurate.

2️⃣ The “Victory” symbol
The hands positioned at 10 and 2 resemble the letter “V” for victory. After World War II, some believe this became a symbolic gesture of hope and triumph. While compelling, there is no solid proof.

3️⃣ October 10th connection
Another theory links 10:10 to October 10th (10/10), sometimes referred to as an unofficial “Watch Day.” Again, no official recognition exists.

Why Do Watches Show 10:10 in Photos? Myths and the Real Reason

The Real Reason

The truth is far more practical — and professional.10:10 is chosen for aesthetic and compositional reasons.

✔️ The hands don’t block the brand logo, usually placed beneath the 12 marker.
✔️ Complications like date windows or chronographs remain fully visible.
✔️ The dial appears balanced and symmetrical.
✔️ The overall presentation feels visually harmonious.From a product photography perspective, it’s the most flattering and functional setup.

Notable Exceptions

Not every brand strictly follows 10:10:

Rolex often displays 10:11:31 with precise second positioning.
Apple Watch was launched showing 10:09 as a tribute to traditional watch aesthetics.
Some independent brands adjust the time based on dial layout.
Oris, for example, uses unconventional positions like 7:53 to stand out.

Final Thought

There’s no hidden secret.
No grand theory.
Just smart visual strategy.

10:10 isn’t about history — it’s about design clarity and marketing impact.

In visual communication, nothing is accidental. Even the time on a watch is part of the brand story.

I’m Marina Mamonova, a product photographer based in Barcelona, and I help brands stand out in a competitive market with images that truly speak for the product. If you believe your products deserve better photos, get in touch with me.

Email: contact@marinamamonova.com

Phone: +34 657 026 480