Timex Group USA - History - United States Time Corporation (1944–1969) - Slogan: IT Takes A Licking and Keeps On Ticking

Slogan: It Takes A Licking and Keeps On Ticking

The new watch movement design faced resistance from traditional jewelers. Lehmkuhl made two more decisions that proved pivotal to the company's long-term success. The company would go on to, or continue to pursue innovative marketing programs and develop new channels of distribution. A marketing decision was made to use the most credible newsman in the United States at that time, John Cameron Swayze, as a spokesperson for live torture tests on television with the tag line created by Russ Alben, "Timex – Takes a Licking and keeps on Ticking" – a well-recognized campaign in advertising history. These commercials were developed by Hirshon Garfield as elaborations on tests originated by United States Time Corporation salesmen. The commercials included high-divers, water skiers, a dolphin, dishwashers, jackhammers, paint mixers and the propeller of an outboard motor, all torturing a Timex watch.

Despite resistance from jewelers because of the low 50% markup, consumer demand increased and new distribution channels were opened to include department stores, cigar stands, drug stores and a host of other mass market outlets. By 1962, the Timex brand held the number one market share position in the United States where one out of every three watches sold was a Timex. Foreign markets were added with company sales offices in Canada, Mexico, France, Great Britain, Germany and Portugal as well as with distributors in about twenty other countries. Plants were built in the United States, Europe, and Asia.

Edwin H. Land, co-founder of Polaroid Corporation, contacted United States Time Corporation in 1948 in search of a manufacturer for his cameras. A strong relationship was forged between the companies in 1950 resulting in United States Time becoming the exclusive manufacturer of all Polaroid cameras worldwide through the 1970s, totaling more than 44 million cameras.

In recognition of the Timex brand's worldwide success, United States Time Corporation was renamed Timex Corporation on July 1, 1969.

Read more about this topic:  Timex Group USA, History, United States Time Corporation (1944–1969)

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