Wearing Time / Dressing Time

The evolution of fashion history through the archives of Tissot and the Costume Museum. The Swiss watch firm founded in 1853, presents the exhibition ‘Dressing time’ at the Museo del Traje in Madrid. Few watch firms have known how to better adapt to their time than Tissot. Visiting its archives is to review the history of fashion through its impeccable pieces. 

In 1853, Tissot presented its first pocket models intended for both men and women. Following the fashion of that time, these are richly decorated models that help demonstrate the economic power of the family that owns them. Entering the 20th century and coinciding with the new concept of women presented by creators such as Mariano Fortuny or Paul Poiret, in 1911 Tissot presented its first bracelet model, which the following year would be followed by the male model. These will triumph after World War I, when pocket pieces are widely abandoned for the benefit of these models.After the disaster of World War II, a new society emerged. The male suit is reinforced with references to the patterns of the 1920s and the woman is transformed: she can work but she also continues to have a submissive role. At this moment Tissot launches the ‘One young lady and three matches’ campaign that refers to that new woman. At the same time, the man sets out to discover the world wearing the Navigator model, the first automatic wristwatch to display 24 time zones without manipulation.The 60s and 70s change the focus of fashion. The young public becomes the main protagonist of society and the revolution of the space age arrives. At the same time that Paco Rabanne or Pierre Cardin bet on new materials, Mary Quant revolutionized society in 1961 with the miniskirt. Tissot is not stuck in the past and presents the first plastic mechanical watch (Tissot Astrolon, 1971) or the striking Tissot Pinky (1971) and ‘Argent finlandais’ (1974). The concept ‘ dress for success‘marks the end of the century. Yuppism coexists with casualism, Vivienne Westwood’s neo-romantics, grunge, deconstructionism and minimalism. Pieces such as the Tissot TwoTimer (1986) or Tissot Soottsass (1988) are born from this amalgam of trends, models that stand out for their unisex concept. The turn of the century imposes a new mentality where sports fashion, ultra-femininity and technology prevail. The digital age is coming to which Tissot was ahead with the Tissot T-Touch presented in 1999, the first watch with touch technology. This will be followed by the T-Touch Solar in 2014.’Wearing the time’ is an opportunity to stop and discover the incredible archive of Tissot, a brand that has not only witnessed its time, but also a protagonist.