First I thought the obvious, but then....

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You know . . .

I was just about to buy a grail watch, but the seller had set the time to 20 past 8 for the photo . . .

. . . and somehow, I felt sad and so I decided to pass on the purchase.

😉
 
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Not buying it. (1) N = 46. (2) Subjects had likely seen hundreds of pictures of watches set at 10:10 throughout their lives. It's the norm, the standard.

I think it's more related to design esthetics. 10:10 is symmetrical (unlike 10:30, 12:45, etc.) and clearly shows there are two hands, (unlike Noon, 1:05, 2:11, 6:00, etc.).
 
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Skeptical about the smiley face theory but, whatever the psychology, 10:10 really does look better than 8:20…
 
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After this,I am going to set all the watches I sell on 10:10!
I hope I see any difference on sellings and I will report 😁
 
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I'm only going to look at my watch at 10:10 and 1:50 lest I'll be triggered by the asymmetry bogeyman.
 
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I think people are biased against mustaches. They prefer bushy eyebrows.
 
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I like 10:23.07 for chronos

You can see the chrono tail easily this way
 
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I like 10:23.07 for chronos
Yet the running seconds hand is at 60 and the minute hand is at 23 and a half minutes. for shame. for shame. 😝😝
 
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I say we all just get manual winders, set the time to 10:10, and never wind them. That way we never have to worry about seeing a time that is aesthetically unpleasant.