Editor in Chief
- Jul 27, 2011
- Reaction score
If you didn't think Apple was serious about charging hard into the watch market, then this report might just change your mind. It looks like Apple isn't content to just take on other smartwatch makers like Samsung, LG and Motorola. It appears they want to own the regular wrist-watch markets too.
Some astute folks (who obviously know the wrist-watch industry very well) noticed that on all of the advertisements of the Apple Watch clock face, the time is set to 10:09. The reason why this is Apple firing a shot at the watch industry is because it has been a subtle industry secret that each of the big watch makers all advertise their watches with a time that is some variation of 10:10:xx-seconds.
For example, TAG Heuer uses 10:10:37, Rolex uses 10:10:31, and Bell & Ross uses 10:10:10. It's a funny little industry advertising quirk that doesn't mean much to most consumers but is an insider joke to those in the industry. This tradition goes all the way back to 1926 where it began with the Hamilton Watch Company.
Because Apple is posting all of their Apple Watch ads with a 10:09 time, they are effectively saying they are a minute ahead of their competition. That's basically like calling out your enemy to fight in the arena.
The question remains, will the big watch makers take Apple's challenge seriously? And, should they?