Europe is expecting a global ageing process, which will increase risks in terms of diseases, invalidity and dependence. To cope with these issues policy-makers encourage the development of innovations in terms of products and services: the silver economy. This paper aims at discussing the structuration of this new market and the role played by technologies. The paper study the French case as it allows evaluating a public policy. We then confront this empirical analysis with the Régulation theory to explore the institutional arrangements allowing the unity of the silver economy. This new market is thus constructed on economic promises. Technological innovations are presented as a major solution to many problems. As a result, I find that technological innovations play only a minor role in the silver economy at the moment. They reinforce however the attractiveness, the legitimacy and the credibility of the promises and its marketing and organizational innovations.