From TV Commericials to promotional shots, the clock always seems to show 10:08. Why this time and not another arbitrary time?
The answer to this question goes back to the days before HTC, smartphones, or even digital clocks. As it turns out, 10:08 (and sometimes 10:10 or 10:12) was the de facto standard setting for analog clocks back when people still, ya know, used analog clocks. Why you ask? Because apparently setting the hands at this time “framed” the manufacturer’s logo (which was usually printed right underneath 12) in a nice looking “V”.
See the V?
The theory is that a consumer’s gaze would be attracted towards the trough formed by this V, thereby increasing the likelihood that the brand name of the clock would be seen. In addition, setting the hands here kept them out of the way of other features, like month and day counters, which would often be located next 3, 6, and 9. A second theory states that the V shape loosely resembled a human smile, and thus evoked a subconscious positive reaction in the consumer, increasing the likelihood that they would purchase the clock. Yet a third theory which has enjoyed a small following on the net is that the 10:08 setting is in reference to the assassination of Abraham Lincoln, who was shot at approximately this time.
In any case, the trend survived into the digital age, with digital watch manufacturer’s like Timex still setting their retail watches to a similar 10:09. Of course when someone at HTC Marketing had to pick a time for the Sense UI‘s huge-ass clock widget, 10:10 was the obvious choice.