Throughout much of the 20th century, Master Lock positioned its premier product as “The strongest padlock ever built.” Early advertising reinforced this notion with images of lions, giants and powerful hands holding the locks. “We still make versions of that original lock. “Harry Soref was a traveling locksmith who got the idea for a high-quality, high-security lock that was also affordable,” says Justin Matuszek, director of marketing solutions at Master Lock, which is still headquartered in Milwaukee. That innovation changed the industry and set Master Lock up to become a world leader in padlocks, combination locks and other security products. In other words, the lock casing or body is practically indestructible.” In 1924, Soref received a patent for a laminated steel padlock-essentially a series of metal plates fastened together to produce a durable yet inexpensive locking device that was difficult to break According to an early patent application, “the lock casing or body is substantially a metal block of considerable weight and inherent durability, which qualities enable it to successfully resist all ordinary attempts at its destruction. Soref's "Lock Casing," patented April 22, 1924. Top-of-the-line padlocks sold for more than $100 in today’s money Soref’s invention cost about a tenth of that price. Prior to 1921, locks were available in two styles: expensive but nearly impossible to break and cheap but easy to smash open. The business that the misunderstood entrepreneur founded is none other than Master Lock, which forever changed the security industry. “They thought he was talking about the salmon served with bagels and cream cheese,” she says. So goes the family lore, recalls Suzy Ettinger, whose late husband Alan was the grandson of one of the original investors. “Why would we want to put money in new lox? What’s wrong with the old lox?” The Russian, Yiddish-speaking Jewish immigrant approached family and friends in Milwaukee and asked if they would be willing to invest in his new business venture. A century ago, Harry Soref had an idea for a new product: a tough but affordable lock.
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