Seen on every marketing shot and promo video from Sony, if it’s a smartphone, tablet, or a watch, chances are that the time displayed on them is 10:35. Case in point, the photo above or the video below.

So what exactly does the 10:35 stand for? Could they be numbers of other candidates that will replace Jacob as protector of the Island and eventually make their way into the Dharma initiative? After the jump, we reveal the meaning.

According to Sony

 10 is the chemical element for Neon while 35 is Bromine and you can add all the numbers together to make 9 which in Greek mythology refers to the nine muses. 35 was the retired shirt number of Basketball player Kevin Durant and it’s well known that in music the interval of a major tenth is an octave plus a major third… 

And there you have it folks. Now you know why Sony uses that specific time.

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Discuss:

Had you ever wondered why Sony used 10:35 across all their devices for marketing?

[Via Sony]