Zachary M. Seward:
In making a watch, Apple enters the rare industry that can match its own obsession over detail. That was immediately clear in the time Apple chose to display on the device: nine minutes past 10 o’clock.
The subtle implication: Apple is ahead of its analog competitors, which typically set their watch faces in advertisements and other public displays to 10 past 10 o’clock. Rolex is famously particular about its preference for 10:10:31. TAG Heuer sets its wristwatches to 10:10:37. Bell & Ross insists on 10:10:10.
Timex also uses 10:09, but Apple even beats them by six seconds.














