During this time, the fashion world was transforming. The winds of boldness and innovation began to blow. Parisian haute couture came to the streets with the first ready-to-wear collections. Watches were still functional objects with a rather masculine look, replaced when they no longer worked.
Alexis Barthelay was sensitive to the democratising trend in the fashion world. He understood that, fed by the new aspirations of a great number of consumers, the trend would not be limited to haute couture. He made a bet and started to design and manufacture dress watches that were affordable for more people: these were watches with a younger, less conventional look but that were still refined and technically flawless. From then on, this became his ambition. Materials were less costly; more research went into the look of the watches ... He imagined new shapes.