WIDIA, a global metal cutting solutions manufacturer, has announced the rollout of several special programs to mark its 100th anniversary.
In a statement, WIDIA’s parent company, Kennametal, said it is launching 100 days of promotions and special incentives on popular products, such as WCE4 solid carbide end mills and VSM890 shoulder mills, and a new global brand ambassador program as part of the celebration.
Customers can also look forward to exclusive #WIDIA100 merchandise and digital campaigns, along with engagement programs highlighting the company’s history and vision for future innovation.
“Turning 100 isn’t just about looking back — it’s about celebrating a legacy built on reliability and trust, and looking ahead to the future,” said Dave Bersaglini, president of metal cutting at Kennametal.
“Our customers – machinists, engineers and small to medium-sized shop owners – should expect WIDIA to keep advancing new, tougher tooling that works as hard as our customers do, for now and for the next generation,” Bersaglini added.
In its announcement, Kennametal said WIDIA has become a trusted name in delivering milling, holemaking and tapping solutions and providing tooling systems to shops across a wide array of industries and applications.
“The WIDIA diamond emblem is much more than a logo – it’s a hallmark of the toughness and durability that define every WIDIA tool,” said Scott Etling, vice president of global product management at Kennametal. “It dates to the brand’s beginnings 100 years ago, when WIDIA – taken from the German phrase ‘Wie Diamant’ or ‘like diamond’ – was first registered. That legacy still shapes the performance we deliver today.”
Acquired by Kennametal in 2002, WIDIA went on to expand globally while integrating with sub-brands like Hanita and GTD.
The parent company reports that the brand expanded its global reach while maintaining its reputation for reliability and cutting-edge performance.
