ADVERTISING ERNEST BOREL CA. 1950

SOLD

Fine Swiss cotton square made by Stoffels in the 1950s.

This piece features some of the leading models from Ernest Borel's collections of the time, vividly illustrated in full color.

The Cocktail watch, among others featured on this textile and defining Ernest Borel more than any other, was patented in 1952 and introduced in 1953. It was introduced as a ladies' watch only. A 1955 advertisement proclaimed it a watch "for sublimating femininity without losing track of time". It was initially presented as a watch that women could wear to cocktail parties as an element of novelty and/or a conversation starter. The constantly moving kaleidoscope dial can be quite fascinating, although its secret is quite simple.

Two transparent plastic discs are mounted on the dial. One is fixed, the other is mounted on a central pinion that normally works to transform the movement of the second hand. When this free disk rotates, its pattern is juxtaposed with that of the fixed disk, creating a moving kaleidoscope effect. The original pattern on the wheels was in the shape of a lightning bolt, creating a continuous "sunburst" pattern. Other shapes have been introduced over the years and include flowers, arrows and stars. Each pattern creating a different kaleidoscope effect.

Cocktail watches occupied a relatively small market niche for Ernest Borel in the early years. Then came the 1960s, and the Cocktail Watch became the hippies' favorite. As a result, it was no longer a "kaleidoscope" dial, but a "psychedelic" watch. Men wanted their own version. Soon, the "Cocktail Watch" became Borel's bestseller, eclipsing all other models manufactured by the company.

This is a collector's piece to be presented under glass to give it total uniqueness.

Publisher: Stoffels
Year of publication: Circa 1950

Materials: Fine Swiss cotton

Dimensions: Length 28.5 cm Width 27.5 cm