ABSTRACT. Motivated by the desire to integrate repeated calibration procedures into a single dynamic market model, we introduce the notion of tangent market model in an abstract set up, and we show that this new mathematical paradigm accommodates all the recent attempts to study consistency and absence of arbitrage in market models. For the sake of illustration, we concentrate on equity models and we assume that market quotes provide the prices of European call options for a specific set of strikes and maturities. While reviewing our recent results on dynamic local volatility and tangent L'evy models, we provide new results on the short time-to-maturity asymptotics which shed new light on the dichotomy between these two disjoint classes of models, with and without jumps, helping choose in practice, which class of models is most appropriate to the market characteristics at hand.