During the 20th century, watchmaking marks largely resorted to the concept of modernity in their advertisements. They could thus offer a dynamic image and highlight their own innovations and the reliability of their products. Uniquely bringing together a wide variety of objects and documents from private and public collections, this exhibition proposes to put in perspective almost a century of representations of progress through watchmaking advertisements. Through different communication channels: postcards, posters, claims in the press or even audiovisual spots, the brands have disseminated their image. They have thus been partly signed up in our visual landscape and, over the eras, in our daily newspapers, like the banners during sports competitions or even the ashtrays on the tables of our restaurants.