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.