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ADVERTISING
ERNEST BOREL
CA. 1950
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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.
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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.
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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.
