timex

Established in 1854 as the Waterbury Clock Company in Connecticut, Timex democratized timekeeping by shifting watches from a luxury item to a reliable, everyday accessory. The modern company was formed in 1941 by Norwegian immigrants Thomas Olsen and Joakim Lehmkuhl, who pivoted the factory to produce precision timers for the war effort, a history that informed the brand's reputation for durability. This was famously captured in the post-war slogan, "It takes a licking and keeps on ticking," which was supported by dramatic live 'torture test' television commercials.

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