The Horological Association of California, just in its formative stage, was not in a position to undertake the publishing of a monthly magazine, but two of its members, Louis Levin and Samuel Levin blissfully unaware of publishers 'problems but realizing the necessity for such a journal, volunteered to shoulder the task as a personal responsibility. Accordingly, a new magazine, Horology, made its first appearance in March, 1934, with some 900 association members as the nucleus of its circulation.

What it lacked in journalistic quality it made up in the choice of editorial content and authoritativeness of its technical articles. The new adventure was drawn to the attention of the jewelry trade everywhere and immediately entered a period of growth which has not yet shown any signs of lessening. With each issue its appearance and contents were improved and in a short time it acquired a worldwide reputation as one of the leading journals in its field.

Its success is in no small measure due to the fact that its editor and publisher are themselves not only expert horologists but well versed in draftsmanship, photography, instrument design and construction.

From that humble beginning Horology has grown by leaps and bounds and it is now read by nearly 6000 jewelers and horologists. In just the last year its circulation increased by some 33%.
Editorially, it has set a standard for its articles and illustrations which have not been equalled anywhere. Its laboratory is equipped to design and construct any type of horological equipment and has done considerable pioneering in the photography of small objects such as shown in many of its illustrations.

From the start it was realized that in order to be of the greatest service to the jewelry trade, the advertisements appearing in Horology must be such as would merit the full confidence of readers. Thus, a strict policy regarding advertising was adopted and no advertisement was accepted unless it was felt that the claims made for the product or service advertised could be substantiated. This policy has been reflected in the expressed appreciation of readers and has in turn benefited the advertisers themselves by stimulating sales.

It is a fact, vouched for by many dealers, that Horology's technical articles and strict supervision of advertising has created the greatest demand for tools to be known in years. As for the advertisers themselves, their appreciation has been shown by the continuous use of space in Horology. In this very issue, for example are the advertisements of fifteen firms who have been using space regularly since the first year. Horology thanks its many friends in the jewelry trade and pledges itself to a continued policy of service."

Horology was the official organ of the Horological Association of California and, within a few years, it became the official organ of a number of other Horological Associations and Horological Societies throughout the United States. Louis Levin was Advertising Manager for the publication and Samuel Levin was the Editor. Horology went on to become known to virtually every American watchmaker and horologist as well as to a great many such specialists overseas. It was published continuously by the Levins until 1941 when it was merged with another horological publication, the American Horologist & Jeweler. 1930 ushered in the next generation with the birth of Sylvia Freedman to Ann and William Freedman. Ann, Samuel's younger sister and William would later go on to work in the Jewel Bearing manufacturing department of the company during World War II. For a number of years in the early 1960's, Ann would return to the firm in an executive and administrative capacity.

In 1938 Louis and Samuel Levin published "Practical Benchwork for Horologists", which they considered essential for all horologists. The book contained hundreds of drawings and photographs, most of which were produced by the Levins. Starting in the early 1930's, Louis and Samuel Levin started manufacturing a number of high quality jewelers' tools and the two men were active in research which produced the watch rate recorder. The Los Angeles Times reported that "when Howard Hughes was assembling his navigational instruments for his recent world-girdling flight, he sent Lieut. Thomas Thurlow, one of the navigators, to the Levins for a special sextant." By now, Louis and Samuel Levin had become very well known for their engineering, technical design capability, manufacturing skills and their extremely high quality of workmanship. Their services were sought for the repair and service of rare timepieces as well as entire watch collections. They were also employed to maintain, service and regulate the clocks used to drive the 100 inch telescope atop Mount Wilson in the San Gabriel Mountains of Southern California.