Abstract: A gauge assembly for measuring the level of a liquid product in a storage tank includes a float member that is constructed and arranged to float on the liquid product in the storage tank, a housing that is constructed and arranged to be mounted on an exterior of the storage tank and a drum that is mounted inside the housing for rotation about an axis. A filament is wound about the drum, and extends through an opening defined in the housing to an attachment with a float member. A spring is provided for biasing the drum in a first rotary direction that will wind the filament onto the drum, whereby the drum will tend to pull the float member toward the housing, keeping the filament taut. A clock-type face is mounted on the housing, and has distance indicia marked there around that is in a base-twelve numbering system to represent feet and inches, rather than hours and minutes. A small hand is mounted to traverse the clock face to represent feet, and is connected to the drum via a gear train.