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During World War II Waterbury renamed itself U.S. Time Company. In 1950 the company introduced a wristwatch called the Timex. Over the next three decades, Timex was sold through a series of advertisements which emphasised its durability by putting the watch through "torture tests," such as falling over the Grand Coulee Dam or being strapped to the propeller of an outboard motor, with the slogan "It takes a licking and keeps on ticking." With the help of former Olympic broadcaster, spokesman John Cameron Swayze, sales took off. The company later became Timex Corporation, then Timex Group and, to date, has sold over one billion watches.
In the 1990s, a nearly 150 year-old Timex vigorously pursues its long tradition of technological innovation and market leadership. The company introduced the industry's first electroluminescent watch face in 1992, when the blue-green Indiglo® night light appeared on some of its digital and analog watches. Today, more than 75 percent of all Timex watches are equipped with the Indiglo night light®. The All-Day Indiglo® display, using a hologram-like material, provides greater contrast between digital numbers and the display background. Timex has branched out and greatly increased its product range to include such things as the Timex timers.