Yes, ten after ten is the standard for selling watches.
I have an outside antique clock in my portfolio, the needles fell off inside the glass. I called it 'timeless'. It doesn't sell too much, even though I framed it so that the numbers would represent the business hours "from nine to five".
The ten past ten has the shape of a V (victory or peace), maybe that's why it's so positive. With a darker look, I suppose that the midnight clock or a few minutes before would work too.