Every Apple Watch you see in an ad shows a time of 10:09. According to the linked article:
Watchmakers have traditionally chosen 10:10 as their display time because it ensures that the watchmaker’s logo, which is usually engraved beneath the 12, isn’t obscured by the watch hands. On top of that, having the hands at 10:10 is symmetrical.
Apple, however, chooses to display a slightly different time on all of its Apple Watch promotions, setting the time one minute ahead to 10:09 rather than 10:10.
It’s no mistake, either. Apple has a history of choosing a display time that has some significance, famously setting the time on all of its iPhone promotional materials and images to 9:41, the approximate time of day when Steve Jobs first unveiled the iPhone to the world back in 2007.
So why 10:09 for the Apple Watch? Apple appears to be making a statement about being slightly ahead of the curve when it comes to smartwatches, and the facts back this theory up.
My 2 cents. I think this is more about symmetry, about attention to detail, than about being ahead of the curve. At 10:10, the hour hand will be 1/6 of the way between the 10 and the 11 on the watch face. If the minute hand is precisely on the 2 (as it would be at 10:10), the minute and hour hands would not be symmetrical. At 10:09, the hands would be much closer to symmetrical perfection.
That sounds more like Apple logic to me.