TULUM, MEXICO. 21:55 EST, TUESDAY 31 JAN.

10 minutes past 10 on the 28th of January is probably the most falsely photographed moment in history.

Spread across the real world and the internet sit billions of images claiming to have been taken at exactly - or very close to - this time and date.

>99.99% of these images are lying.

It’s staggering to imagine just how many images of these exist, both in cyberspace and reality. We’re talking petabytes of server space here. Megatonnes of physical copies buried in archives and attics. You will have seen hundreds of these throughout your life without noticing it.

And yet on Saturday, when the moment passed for real… nobody cared.

I was going to write this to you beforehand so you could observe it yourself, but the ‘Carlos V’ breakfast cereal they sell over here got in the way. (I’ve no idea what they put in it, but it trashes your ability to focus on anything other than pouring yourself another bowl.)

Don’t worry if you failed to notice the occasion. As I say, not much happened. And there’s always next year…

If you haven’t guessed already, the phenomenon I’m referring to is in watch adverts. The overwhelming majority of watch ads will show the watch in question displaying a time of 10:10. If the watch has a date window, it will show the 28th.

This convention has lasted decades, and will continue for as long as we have analogue watch dials (and possibly if we don’t).

Supposedly, 10:10 has been picked as the time we must always see in an advert as is gives the watch an approachable ‘smile’ expression. Why not 1:50, which would give the same effect? I have no idea.

Interestingly, one of the few exceptions to the 10:10 rule is Ulysses Nardin, who are evidently trying to trigger mass depression by advertising their watches at 8:19 - as sad a face as is possible to conjure on a watch dial.

(Note that this doesn’t apply to the watches they choose not to advertise, which are designed to trigger a different response entirely.)

Watches with a date window show the 28th in ads as the majority of dates have two digits and all months have at least 28 days. Given the fact January is the first month of the year, it’s fair to assume it is the month being photographed in pictures with little date-context.

That’s the official story for 10:10/28 being plastered across magazines, newspapers, and banner ads for the last half century anyhow. I imagine the numerology chicks have a different interpretation. And I’m sure some wingnut is exasperated at my inability to decipher this obvious message of mockery from the Illuminati to the subjugated masses.

But perhaps this piece of trivia will come in handy for the rest of you in a pub-quiz - or in a game of one-upmanship with your peers. After all, the crypto space is full of luxury watch owners - just go to a Web3 conference and see for yourself.

My own interest began in the 2017 bull-run after McAfee (RIP) pumped my bags and I decided it was time for some conspicuous spending. I’m clearly not the only person who did the same, as many popular watches now trade in line with the crypto market.

I think we should make 10:10 on January 28th a holiday, and christen it with a name. My humble suggestion: ‘The Liar’s Minute’. Post your ideas on the Blockstream Satellite, or if you’re lazy just respond in the Blockstream Transmission Feed Telegram group.

Next time: What dysfunctional luxury watch owner are you?

Until then,

Jim Hawkins
The Treasure Island Times