Take it from me now, I'm gonna give it all I got
I take a licking, still tick-tick-tock

from Beastie Boys (Ft. Davis Diamond & Skyler Diamond) – Crazy Ass Shit Lyrics on Rap Genius

From the Timex Watch advertising campaign — comes the slogan:

It takes a licking and keeps on ticking

Timex used “live torture tests,” including high-divers, water skiers, a dolphin, dishwashers, jackhammers, paint mixers and the propeller of an outboard motor, all torturing Timex watches.
http://www.youtube.com/watch?v=qlxNAwKPGh4

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