As someone else said, watches and clock faces are frequently put in the 10:10 position in photos because it looks like a smile and creates a more positive image for customers. It's a marketing tool. And it's been done that way for decades. I was first told of the "smile" on clocks when I was in middle school over 30 years ago.

Just do an image search for clocks and watches and count how many are set at 10:10.