Perfect timing

In watch advertising there is such a thing as the perfect time. Most analogue watch advertisements display the time ten past ten (or ten to two) to give a harmonious, balanced, happy looking face, with the two hands almost forming a smile. 10:10 also draws your eyes towards the maker’s name and logo which is typically placed towards the top centre.

Other less believable explanations include 10:10 being the time Abraham Lincoln and/or John F Kennedy were shot and/or died; or V for Victory; or open legs.