It’s Always 10.10 In Watch Ads

It’s always 10.10 in watch ads, as this video shows. What the hell?

According to the New York Times, it’s all a matter of aesthetics: it’s nicely symmetrical, it shows off both hands, and, importantly, it means the watch’s logo is never obscured. It also looks kind of like a smile, but we’re less convinced by that argument. [YouTube]