09 on all pictures of the Apple Watch
Apple is promising to break the mould with the hotly anticipated launch of its smartwatch on Monday. But, in one important respect at least, it is sticking to a horological tradition.
The Apple Watch's face is set to precisely 10:09:30 in every single one of the company's teaser images. This follows in a long tradition of timepiece advertisements displaying a time of around ten past ten.
Rolex watches are pictured at 10.10.31 in marketing materials, while American watch maker Timex sets its hands at 10.09.36 and TAG Heuer uses 10:10:37.
This uncanny consistency is apparent on the briefest perusal of watch selling websites.
You could set your watch by it. Manufacturers mostly prefer the ten past ten face,
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Conspiracy theories abound on why this should be. Some believe it is a reference to the time of Abraham Lincoln's assassination (which actually occurred at 10.15pm) or the Second World War bombings of Nagasaki or Hiroshima (which in fact took place at 11,
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But the reasons are purely aesthetic. According to executives at watch makers,
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No matter which AppleWatch face, the time shows 10.09. Picture: Getty Images
Apple may appear to be falling in line with the wider industry, but the positioning of its digital hands is also a subtle boast . it is just a little bit ahead of its mechanical predecessors.
The Wall