Taurus knows exactly who they are. “We’re not out to make Rolexes, we’re making Timexes.” That’s what Taurus’s No. 1, Mark Kresser, told us. You remember that Timex tag line — takes a licking and keeps on ticking? Maybe not the fanciest or most glamorous watches, but they work when you need them to. We talked to Mark at the NRA show and he told us he wanted to change the way gunnies look at Taurus. And he knew what he was getting into when he started pushing that rock up a very steep hill. Before he got there, Taurus had worked long and hard to earn the poor to mediocre rep the company carried around. So what’s changed? . . .
A lot, actually. And as he predicted back in April, fixing things — something as complex as a multinational company — takes some time. While it never happens fast enough, all good things come to those who wait (and work their asses off.) And now their customers are seeing the difference.
Taurus has mostly focused on three things. Well, one to begin with: they want to be the most approachable gun maker out there. Meaning customers can call and, you know, talk to someone who knows guns. Their guns.