By the early 20th century, Dolly Madison had become a name
that sold clothing and style. An icon of fashion, there
were Dolly Madison stockings, shoes, and makeup. Known for
her turbans, there were Dolly Madison hats. The Bulova
watch company, which began manufacturing ladies'
wristwatches in 1924, sold a Dolly Madison watch as part of
the company's merchandising effort to appeal to the middle
class American woman.