This tradition of watchmakers has been around for almost a century and the Cupertino company, as a new representative of this industry, could not ignore it. But she neatly broke the rules and introduced a slight dissonance, hinting at aspects that were significant for the brand. Those who looked closely at the clock during the presentation already understood what was at stake.
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In 1926, the Swiss Hamilton Watch Company, when advertising a new watch model, for the first time moved the hands on the dial to the position of the beginning of 11 a.m. Hour for 10, minute for 10 minutes – the hands are located in relation to each other almost perfectly symmetrically. And they form a semblance of a frame for the corporate logo of the manufacturing company, traditionally engraved under the number 12.
The idea was then repeated many times by various watch companies, many have developed their own brand “exact time”. For example: 10:10:31 at Rolex, 10:10:10 at Bell & Ross, 10:10:37 – TAG Heuer badge. Now let’s take a look at the photos Apple Watch from the last presentation – 10 hours 9 minutes in the morning and exactly 30 seconds. Let us assume that everything is clear with the seconds, on the model of the dial of the classic type the second hand is beautifully directed straight down. The location of the hour hand is also not surprising, but how do you explain the choice of value for the minute?
A small example, when a new iPhone model is shown next fall, a clock is always flaunted on the home screen, which is set at 9:41. This is a memory of the now legendary presentation of 2007, it was at 9:41 am PT that Steve Jobs presented the first iPhone to the world.
Apple Watch – a product of a new category, the progenitor of a whole range of successful gadgets. Symbolism in his advertising is more than appropriate, and it would be nice to start a new tradition. But what exactly did the Cupertinians want to say with the combination of 10:09:30? Perhaps this is a hairpin addressed to competitors, manufacturers of analog clocks, they say, our product is always one step (minute) ahead?
There is another truthful version, namely, Apple’s attention to symmetry and detail. For example, the company does not use 10:10 because the hour hand will travel 1/6 of the way between 10 and 11 o’clock, while the minute hand stops exactly at 2 (as it does at 10:10). Whereas at 10:09 everything is arranged symmetrically. In addition, if the second hand is also displayed on the advertising image, then it will be directed straight down – at the 30-second mark.