I would imagine they wanted 6 identical modules just for the manufacturing efficiency.
That still leaves the question of why 12 lights instead of 10. I would bet that the separator colons are actually produced by a separate mask+lamp, rather than having different masks for each digit on those two modules. I.e. to show "8:" you light up both the "8" lamp and the ":" lamp at the same time. That gets us up to 11. No theory on the 12th one though.