The Perfect Time

When I was lil, I had this friend who collected Swatch watches. Whether it was his birthday, his nameday or his whatever - present-buy-worth-day we didn 't have to brainstorm: it would always be a Swatch. Years went by, we grew up, I never stopped admiring Swatch designs. Season after season Swatch watches remain cool, fun, feel good. Swatch has gained its place to eternity as a lovemark.
A couple of weeks ago, I came across a Summer 2009 WAD article and it all came back to me: the watches, the colors, the shop - windows, me worshiping them as a kiddo, the presents, the patterns, the eras... first kiss era accompanied by the ladybird swatch, Erasmus traveling freak era with the hippo-watch, love falling era with the scuba-swatch... along with the thought hell these WAD people, they do have a point. See for yourselves.

THE PERFECT TI:ME by Giulana Rando for WAD
Have you ever noticed that both in advertisements and shop-window displays watches and clock are almost always shown with the hands in the same position? Ten past Ten, what's called the "perfect time" in the business.
There's a reason for this choice of position for the hands. In fact, there are two: the first is psychological, the second more about the bottom-line. "Watch brands like the hands of the watch to show a smile", says UK photographer Paul Hartley who specializes in photographing watches and jewellery. This is because while there are many different kinds of smiles, they generally make us feel good. Studies have shown that people on trial often end up with lower sentences if they smile, and who doesn't melt when a baby smiles at them, even if you're fully aware that the baby has no idea what it's doing until it's eight months old?
The 10 past 10 position also simulates open arms, and both smiles and outstretched arms make people fee warmer towards the product. But there's more to it than feeling good. "This position also usually clears the name and logo which more often than not is under the 12 position and also the calendar window." (...) Yet there must be another reason because despite the fact that none of this reasoning applies to digital watches, manufacturers still photograph them at 10 past 10.

Don't they?
Clem x