INDUSTRY: Self-Winder

Salesmen of U.S. Time Corp. use a surprising trick to sell the company's watches. They take the watches off their wrists and calmly throw them on customers' floors to show how shock-resistant the watches are. The toughness comes partly from bearings of Armalloy, an extremely hard alloy that U.S. Time uses in place of jewels. Says President Joakim Lehmkuhl: "A jeweled watch can be a piece of junk just as a non-jeweled watch can. With the modern metal alloys available, the role of jewels is much overemphasized."

Last week U.S. Time, the world's biggest producer of watches, announced a new...

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