Sales declined after the Korean War in the 1950s because of diminishing defense orders, and United States Time president Lehmkuhl was convinced that an inexpensive watch would be a market success if it was both accurate and durable. He felt that low cost could be accomplished through the combination of automation, the precision tooling techniques used in making fuse timers, and a simpler design than that of higher-priced Swiss watches. Durability was accomplished through a new hard alloy called "Armalloy", developed through wartime research. "Armalloy" was used to produce longwearing bearings, replacing the expensive jewels traditionally used in a watch's movement. These innovations led to the debut of the Timex brand in 1950, though the name was first used on a small trial shipment of nurses' watches in 1945.