Master Lock
Master Lock
| Master Lock | |
 | |
| Name | Master Lock |
|---|---|
| Headquarters | Milwaukee, WI (USA) |
| Founded | New York, 1921 |
| Founder(s) | Harry Soref, P.E. Yolles, Sam Stahl |
| Products | |
| Padlocks, Combination locks | |
Master Lock is an American lock manufacturer that produces low security padlocks, chain locks, gun locks, and various other lock related equipment. Master Lock is currently the world's largest importer of padlocks and related security products. They are best known for their laminated steel layer padlocks that use warded and pin-tumbler designs. Their combination padlocks are also widely used on lockers in schools throughout the United States.
History
Master Lock was founded in 1921 by Harry Soref, P.E. Yolles, and Sam Stahl. Soref invented and patented a padlock in 1924 that used laminated layers of steel for extra protection. Padlocks of the time were all hollow and suspectible to various forced entry techniques, particularly impact with a hammer. Soref's inspiration for the design was from bank vault doors and battleships of the time.[1]
Soref's design went on to be wildly successful, with federal agents placing large orders. Many of these padlocks were used to lock down establishments that disobeyed prohibition laws.
In 1939 Master Lock moved to their New York headquarters to Milwaukee, Wisconsin. Harry Soref died in 1957. He was succeeded as president of Master Lock by co-founder and long time friend Sam Stahl.
"Tough Under Fire" campaign
In 1973, Master Lock ran a famous Super Bowl ad where one of their locks survived being shot by a sharpshooter, thereby proving its durability, thus the slogan "Tough Under Fire". Master Lock would continue running similar ads during future Super Bowls, spending almost their entire annual marketing budget on the single commercial. [2]
Recently the Discovery Channel's MythBusters tested this famous ad by shooting a Master Lock padlock by a rifle, capturing the results on film. As the famous Super Bowl ad depicted, Master Lock passed the test by surviving the gun shot.
