Ingersoll became the U.S. Time Company in the 1940s, and produced the first Timex
watch in 1950. The promotional campaign featured a famous series of “torture tests”, where Timex watches were frozen, spun, submerged, and worn in all manner of dangerous activities. By the end of the 1950s, one in every three watches sold in the USA was a Timex. By the mid-1970s, the Timex Corporation had sold half a billion units.