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What time is it? Well, if you ask a model on a watch shoot, the answer will probably be 10:10.

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In their newest video, Numberphile mashed up magazine watch ads, demonstrating how many of them feature the time 10:10.

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But it’s hardly a new discovery. In 2008, the New York Times reported that most advertisers use the 10:10 time to feature watch logos that are almost always located at the top of the watch.

We’re just waiting for Numberphile to round up all the times 9:42 is used in an Apple ad.

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