First of all, the 10:10 position does not block out the watch company’s name or logo. In this position the hands act as a frame for the name or logo.

Some watches have the model name or some lettering such as the chronometer rating at the bottom section of the dial. There are watches that have a subdial for the seconds hand at the 6:00 o’clock position and indicating the time as 10:10 does not interfere with any of these.  

Some companies have started using 10:08 or 10:12 as the time shown on the watch in their ads. This stops the longer minute hand from blocking out the numeral or marker at the 2:00 o’clock position.

On a chronograph with subdials at 3:00 o'clock and/or 9:00 o'clock 5:08 or 6:53 may be used to frame one of the subdials without blocking the watch company's name or logo.

In addition, when the hands are in the 10:10 position they form a “smiley” face instead of a “frown” that would be portrayed if the time is set at 8:20.