Ismay remained president of White Star Line until 1899. Shortly after the launch of Oceanic (1899) on 14 January 1899, he complained of chest pains. Despite two operations Ismay suffered a heart attack, which led to his death on 23 November 1899.
Ismay’s son, J. Bruce Ismay, assumed control of his father’s company and eventually oversaw the creation of three luxurious Olympic class cruise liners: Olympic, Titanic and Britannic. Titanic sunk in April 1912 during her maiden voyage. The younger Ismay survived the disaster under controversial circumstances. A broken man, he soon relinquished direct control of the company.
Perhaps his father’s deal really was too good to be true.
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