More affordable models soon followed, each named for different directors or investors in the company. The J.T. Ryerson, the G.W. Wheeler, and the H. H. Taylor were all released in 1867—the Matthew Laflin appeared in early 1868. All of these early models were key-wound and most came in the railroad-standard 18-size. Following the success of Waltham Watches ladies’ model, the "Lady Elgin" was released in 1869. The 10-size watch was a hit, and helped put Elgin into competition with Waltham for the middle-priced watch market. National’s rate of production grew tremendously through the 1870s.

In the 1880s, Elgin moved into stem-winding mechanisms, a novelty compared to its key-wind mechanisms of the 1860s and ’70s. This new feature, along with affordable interchangeable movements, helped Elgin give Waltham a run for its money in the mid-range market. Elgin thrived through the turn of the century. In an experimental move, in 1909, it even built an observatory at the main plant to set its watches by celestial movement.

Many watch companies felt the strain of wartime thriftiness during the World War I. Not Elgin. Thanks to a contract with the U.S. Army, Elgin trained employees to make quick, precise watch repairs in the field. After the war, wristwatches became the norm, but some consumers still wanted famous pocket watch lines like Elgin’s Father Time, which was popular during both World Wars; the Veritas, made with as many as 23 jewels; and the Lord Elgin, a high-end model produced through the ’50s and featuring gold backplates and 21-jewel movements.

Like many other designs in the 1920s and early ’30s, Elgin watches embraced Art Deco. Roman numerals were exchanged for stylized Arabic-type, and the numerals were dropped altogether in favor of geometric shapes. During World War II, Elgin shut down regular production and signed another military contract. Their production facilities were temporarily busy making military watches, speedometers, altimeters, and chronometers.

After the war, the company shifted from pocket watches to wristwatches, decorative clocks, wedding rings, and transistor radios. In the 1950s, foreign and less-expensive domestic watches dominated the market, forcing Elgin to depend less on watches for its income. The company eventually gave up the watchmaking side of its business entirely, ceasing production in 1970.

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