Waterbury Watch quickly fell into bankruptcy, however, due to poor sales techniques where "jobbers" and salesmen gave away much of the product as loss leaders with little regard to the company's future, thereby cheapening the products' perceived value. In a last attempt to salvage the company, Waterbury Watch began to produce higher-end watch models which only created more demand on a workforce unable to keep up with the complexity of the new watches using several hundred parts. The company was finally reorganized as the New England Watch Company in 1898, as its London sales office was placed into liquidation. The company continued to focus on high-priced watch models and eventually fell into receivership, discontinuing business in July 1912. Robert H. Ingersoll & Bro. bought the Waterbury plant and began manufacturing Ingersoll Watches there in 1914.