Sounds like a reasonable time to me. It has to heat the entire thickness and dimensions of the heat platen. You don't want cold spots because that will mess up your work. Also, when cooking, the first instruction for baking anything is preheat oven for 10 minutes!
You want your press hot at the correct temperature. Evenly hot.
I'm impatient too and more than once I've gone in to press something and was forced to (arghhhh) wait for 10-15 minutes for the press to heat up. Now my really old press that only has a thermometer on it rather than a digital temp setter takes forever to heat up. Something like 30 minutes, and heaven help you if you don't turn off the heat at just the right time because it will just keep heating up for a while and will destroy what you are trying to print. Then you have to wait another hour for the temp to go back down to what you want, and then it goes too low and you have to turn it on again... Which is why I tell people the most important aspect of a heat press is that digital temp setter!
well in that case if its taking 10 minutes you all should be ECSTATIC mine takes at least 20m to get to 325. I had mine for aobut 5 months before i started using it and it does take an extensive amount of time to get to the correct temp.
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