The lock mechanism has titanium reinforced steel, with a stainless steel body. The goal was to add design variety and aesthetic value to the utilitarian functionality of their locks. In 2002, Master Lock released its Titanium Series of padlocks, the first major redesign in fifty years. Most of the jobs at its Milwaukee plant were eliminated, although the company continued to perform some of its manufacturing at the plant using heavily automated manufacturing processes. In 1993, the company began moving much of its manufacturing to China, and later also moved some manufacturing to Mexico. Īt its peak in the early 1990s, the company employed about 1,300 workers in the Milwaukee, Wisconsin area. Later, Master would incorporate the image into a one second-long blipvert commercial in 1998. Master Lock continued running similar ads during future Super Bowls, spending almost their entire annual marketing budget on the single commercial. In 1974, Master Lock ran a Super Bowl ad demonstrating one of their locks withstanding a shot by a sharpshooter, thereby proving its durability and thus their slogan "Tough Under Fire". Stahl led the company until selling his shares to Soref's children who took over the company management, later selling the company to the American Brands Corporation in 1970. However, the brand had not yet reached its peak status as a familiar consumer brand at the time of Soref's death. Stahl led the company to become a major manufacturer of locks and the three co-founders worked closely together until Soref's death in 1957. In 1924, the company was granted the first patent on such a laminated lock design. Yolles and Sam Stahl, -worked together to found the Master Lock company in Milwaukee in 1921 to produce the locks themselves, initially with five employees. He tried unsuccessfully to get some large companies interested in using his design, so he and two friends-P. In 1919, Soref then invented a padlock design that used laminated steel layers to economically produce an exceptionally strong lock body. History 20th century īefore co-founding the company in 1921, Harry Soref had been a traveling locksmith in the U.S., Canada, and Mexico, had invented a lock for protecting military equipment, and had founded the "Master Key" company for making master skeleton keys. In recent years Master Lock has been widely panned for making insecure products that can be easily circumvented with simple tools or striking the lock. (which was then soon purchased by Suntory). American Brands was later renamed to Fortune Brands, which then split on October 3, 2011, to create the Fortune Brands Home & Security company and the beverages company Beam Inc. In 1970 the company was purchased by American Brands from Soref's heirs. Soref and is headquartered in Oak Creek, Wisconsin. Now a subsidiary of Fortune Brands Innovations, Master Lock Company LLC was formed in 1921 by locksmith-inventor Harry E. Master Lock is an American company that develops padlocks, combination locks, safes, and related security products.
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