{"id":408,"date":"2018-09-23T20:37:37","date_gmt":"2018-09-23T18:37:37","guid":{"rendered":"https:\/\/danaepanchaud.net\/?page_id=408"},"modified":"2023-05-21T20:23:10","modified_gmt":"2023-05-21T18:23:10","slug":"perfect-time-ahead","status":"publish","type":"page","link":"https:\/\/danaepanchaud.net\/index.php\/exhibitions\/perfect-time-ahead\/","title":{"rendered":"Perfect Time Ahead"},"content":{"rendered":"\n
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Curated with Cl\u00e9ment Gicquel<\/a><\/strong><\/p>\n\n\n\n

2018<\/strong>
Photoforum Pasquart, Biel<\/strong><\/p>\n\n\n\n

Perfect Time Ahead<\/em> explores the commercial iconography that accompanied the development of watchmaking houses in the 20th century. The exhibition retraces, and is at the crossroads of, a certain history of watchmaking and its techniques, advertising and trade, photography and graphic design. The exhibition proposes here a critical and contemporary re-reading of its history, by presenting original historical advertisements, in conjunction with a site-specific re-staging of these iconographies.<\/p>\n\n\n\n

Recurring themes run through the history of watch advertising. First of all, the watch is a technical object, an indispensable tool for industry, whether it is a question of making trains run on time or winning a war. Advertising seizes on these achievements to encourage potential customers to wear on their wrists the tools whose performance goes beyond the simple indication of time. Space conquest, aviation or ocean exploration, which associate watchmaking with these human and technical prowess, are frequently represented in advertising. While developments in the watch industry have often proved decisive for these fields, watch companies have in turn used their figures \u2013 NASA astronauts, Pan Am captains or field scientists \u2013 as spokesmen. And suggested to the ordinary man to get closer to them by possessing the same wristwatch.<\/p>\n\n\n\n

Sport in all its disciplines \u2013 from classical dance to tennis, swimming and mountaineering \u2013 is also a major theme in these advertising campaigns. The masculine and feminine bodies highlighted in these campaigns are adorned with the same qualities as watches: perfection, precision, strength and resistance. Political power, and more generally the ruling classes, also figure among the privileged subjects and watchmaking houses boast more or less openly to count among their customers crowned heads, influential politicians, stars and other prominent personalities.<\/p>\n\n\n\n

Finally, some watch companies do not hesitate to position themselves on the major debates that affect society, such as gender equality, by using slogans such as \u201cEqual pay, equal time\u201d. Environmental issues have also been a theme since the 1970s, gaining importance when the conquest of the oceans or the air was gradually replaced by their protection.<\/p>\n\n\n\n

Perfect Time Ahead<\/em> explore l\u2019iconographie commerciale qui a accompagn\u00e9 le d\u00e9veloppement des maisons horlog\u00e8res au 20e si\u00e8cle. L\u2019exposition retrace, et se trouve \u00e0 la crois\u00e9e, d\u2019une certaine histoire de l\u2019horlogerie et de ses techniques, de la publicit\u00e9 et du commerce, de la photographie et du design graphique. L’exposition en propose  une relecture critique et contemporaine, par la pr\u00e9sentation de publicit\u00e9s historiques originales, accompagn\u00e9es d\u2019une mise en sc\u00e8ne particuli\u00e8re de ces iconographies.<\/span><\/p>\n\n\n\n

Des th\u00e9matiques r\u00e9currentes traversent l\u2019histoire de la publicit\u00e9 horlog\u00e8re. La montre est tout d\u2019abord un objet technique, un outil indispensable \u00e0 l\u2019industrie, qu\u2019il s\u2019agisse de faire rouler les trains \u00e0 l\u2019heure ou de gagner une guerre. La publicit\u00e9 s\u2019empare de ces accomplissements pour inciter ses clients potentiels \u00e0 porter \u00e0 leur poignet ces outils dont les performances d\u00e9passent la simple indication de l\u2019heure. La conqu\u00eate spatiale, l\u2019aviation ou l\u2019exploration des oc\u00e9ans, qui allient l\u2019horlogerie \u00e0 ces prouesses humaines et techniques, sont fr\u00e9quemment repr\u00e9sent\u00e9es dans les publicit\u00e9s. Si les d\u00e9veloppements de l\u2019industrie horlog\u00e8re se sont souvent r\u00e9v\u00e9l\u00e9s d\u00e9cisifs pour ces domaines, les maisons horlog\u00e8res ont en retour utilis\u00e9 leurs figures \u2014 des astronautes de la NASA, capitaines de la Pan Am et scientifiques de terrain \u2014 comme porte-paroles. Et sugg\u00e9r\u00e9 au commun des mortels de s\u2019en rapprocher par la possession de la m\u00eame montre-bracelet.<\/span><\/p>\n\n\n\n

Le sport dans toutes ses disciplines \u2014 de la danse classique au tennis en passant par la natation ou l\u2019alpinisme \u2014 est \u00e9galement un th\u00e8me majeur de ces campagnes publicitaires. Les corps masculins et f\u00e9minins mis en avant dans ces campagnes se parent des m\u00eames qualit\u00e9s que les montres\u2009: perfection, pr\u00e9cision, force et r\u00e9sistance. Le pouvoir politique, et plus g\u00e9n\u00e9ralement les \u00e9lites, figure \u00e9galement parmi les th\u00e9matiques privil\u00e9gi\u00e9es et les maisons horlog\u00e8res revendiquent plus ou moins ouvertement parmi leurs clients t\u00eates couronn\u00e9es, hommes politiques influents, stars et autres personnalit\u00e9s en vue.<\/span><\/p>\n\n\n\n

Enfin, certaines maisons horlog\u00e8res n\u2019h\u00e9sitent pas \u00e0 se positionner sur les grands d\u00e9bats qui traversent la soci\u00e9t\u00e9, par exemple l\u2019\u00e9galit\u00e9 des genres en utilisant des slogans tels que \u00abSalaire \u00e9gal, temps \u00e9gal\u00bb. L\u2019\u00e9cologie est \u00e9galement une th\u00e9matique d\u00e8s les ann\u00e9es\u00a01970, qui prend de l\u2019importance lorsque la conqu\u00eate des oc\u00e9ans ou de l\u2019air c\u00e8de la place \u00e0 leur protection.<\/span><\/p>\n\n\n\n

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\"Photoforum<\/a><\/figure>\n\n\n\n
\"Photoforum<\/a><\/figure>\n\n\n\n
\"Photoforum<\/a><\/figure>\n\n\n\n
\"Photoforum<\/a><\/figure>\n\n\n\n

Exhibition views by Charlotte Falcy and Cl\u00e9ment Gicquel<\/p>\n","protected":false},"excerpt":{"rendered":"

Curated with Cl\u00e9ment Gicquel 2018Photoforum Pasquart, Biel Perfect Time Ahead explores the commercial iconography that accompanied the development of watchmaking houses in the 20th century. The exhibition retraces, and is at the crossroads of, a certain history of watchmaking and its techniques, advertising and trade, photography and graphic design. The exhibition proposes here a critical […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":182,"menu_order":6,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-408","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/danaepanchaud.net\/index.php\/wp-json\/wp\/v2\/pages\/408","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/danaepanchaud.net\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/danaepanchaud.net\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/danaepanchaud.net\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/danaepanchaud.net\/index.php\/wp-json\/wp\/v2\/comments?post=408"}],"version-history":[{"count":7,"href":"https:\/\/danaepanchaud.net\/index.php\/wp-json\/wp\/v2\/pages\/408\/revisions"}],"predecessor-version":[{"id":1288,"href":"https:\/\/danaepanchaud.net\/index.php\/wp-json\/wp\/v2\/pages\/408\/revisions\/1288"}],"up":[{"embeddable":true,"href":"https:\/\/danaepanchaud.net\/index.php\/wp-json\/wp\/v2\/pages\/182"}],"wp:attachment":[{"href":"https:\/\/danaepanchaud.net\/index.php\/wp-json\/wp\/v2\/media?parent=408"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}