His son continued the business of
H. Aron, watthour meter factory GmbH, changing its name in 1929 to
Aron electricity company ltd., Berlin Charlottenburg. The company had diversified into the new market for radios, sold under the name "Nora". This was "Aron" spelled backwards: in the increasing atmosphere of
antisemitism, it was prudent to avoid using a name that was so obviously Jewish. In 1933 the company was renamed again, to the fashionably
Modernist and anonymous "
Heliowatt". At this time Nora had around 3,000 employees and a market share of around 8%, making them the fourth-largest manufacturer after
Telefunken,
SABA and
Mende. Antisemitism continued to grow in Germany, and in 1935 the family sold the business to
Siemens-Schuckert and fled to the USA. The
Charlottenburg factory was bombed in 1943, but the Nora brand continued after the
war. After a series of advertisements promising their imminent return, they returned to manufacturing in 1947. Heliowattwerke GmbH finally closed in 1996. == References ==