The 10:10 mystery: Why this time dominates watch ads and now Rashmika Mandanna's wedding

Rashmika Mandanna and Vijay Deverakonda got married today at Udaipur. If the reports are anything to go by, the duo tied the knot at exactly 10:10 am at Mementos by ITC Hotels. Ever since, there has been quite a buzz related to 10:10, a time we have often seen in watches on display at showrooms.

If you have looked closely at a watch advertisement, whether in a magazine, banner or a video, you will notice something common in them. The time. Most of the time, you will see watches with the default setting with the hour hand on 10 and the minute hand on 2, depicting the time 10:10. Is it a coincidence? Or is there a significance to why this particular time is chosen on displays?

The positioning of the hands on a watch looks deliberate. But, the reason has less to do with mystery or coincidence and more to do with marketing strategy, consumer psychology, visual appeal and clever designs.

The design logic behind 10:10

According to Ethos Watches, the 10:10 setting is primarily about presentation. When the hour hand points at 10 and the minute hand at 2, the hands do not overlap or crowd each other. How does this matter, you ask? Well, this positioning allows both hands to be seen clearly, including their shape, finish, and even subtle design details such as counterweights.

The arrangement also ensures that other key elements on the dial remain visible. Most watches place additional features such as date windows, chronograph subdials, or power reserve indicators around the three, six, and nine o’clock positions. By keeping the hands lifted upward in a symmetrical arc, brands avoid blocking these functional details.

Another crucial factor is branding. Many manufacturers position their logo or collection name just below the 12 o’clock mark. The 10:10 placement naturally frames this area, drawing the viewer’s attention to the brand without any obstruction.


Kapoorwatch echoes similar reasoning. The website notes that the 10:10 alignment creates a balanced, almost smiling symmetry that feels visually pleasing. The upward sweep of the hands frames the logo and central dial, enhancing the overall aesthetic appeal. It is a subtle psychological cue. Symmetry often registers as attractive and harmonious, making the product more inviting to potential buyers.

The numerology angle

While the practical explanation dominates, Kapoorwatch also points to a more spiritual interpretation. In numerology, repeating number patterns carry symbolic meaning. The sequence 10:10 is often viewed as a positive sign associated with happiness, fulfilment, and the arrival of good fortune.

Some angelic interpretations connect the time window between 10:00 and 10:20 with Lecabel, a celestial figure believed to bring success, protection, and support in creative and technical pursuits. For believers in symbolic numbers, the repetition of 1010 can represent alignment, abundance, and new beginnings.