WIDIA, a flagship brand of Kennametal Inc and a global name in high-performance metal cutting tools, is commemorating its centenary year. Established in 1926, WIDIA has built a reputation for durability, advanced engineering and dependable results. Its portfolio spans milling, holemaking and threading tools, along with complete tooling systems serving a wide spectrum of industries. From early breakthroughs in tungsten carbide tooling to the development of sophisticated coated inserts, the brand has played a pivotal role in advancing manufacturing technology.
Over the decades, WIDIA expanded its global footprint and incorporated respected sub-brands such as Hanita and GTD, strengthening its solutions offering for machine shops worldwide. Since becoming part of Kennametal in 2002, the brand has remained central to the company’s metal cutting portfolio, delivering consistent performance and reliability.
Dave Bersaglini, President, Metal Cutting at Kennametal, said the milestone reflects a long-standing commitment to dependability and customer trust. He added that customers—including machinists, engineers and small to mid-sized shop owners—can expect continued development of robust, next-generation tooling designed to meet evolving production demands.
To commemorate its 100-year milestone, Kennametal Inc. has introduced a comprehensive line-up of anniversary initiatives celebrating the legacy of WIDIA. A key highlight is a 100-day promotional campaign spotlighting flagship solutions such as the WCE4 solid carbide end mills and VSM890 shoulder mills, offering customers special incentives on these high-performance products.
The centenary celebrations also feature exclusive #WIDIA100 merchandise and a series of digital engagement programmes designed to connect with customers and partners worldwide. In addition, the company is launching dedicated customer outreach activities that reflect on the brand’s heritage while outlining its strategic direction for the future, alongside the introduction of a new global brand ambassador programme to further strengthen community engagement and brand advocacy.
Scott Etling, Vice President of Global Product Management at Kennametal, noted that the WIDIA diamond emblem symbolises strength and endurance—values embedded in the brand since its inception. The name WIDIA originates from the German phrase “Wie Diamant,” meaning “like diamond,” reflecting the toughness associated with its tooling solutions.
For a century, WIDIA has combined precision engineering with practical application. Its comprehensive range of metal cutting products—including indexable milling systems, solid end mills, holemaking tools and threading solutions—supports manufacturers in demanding environments across the globe. Through an established network of authorised distributors, WIDIA provides worldwide availability, responsive service and technical assistance, reinforcing its role as a trusted partner to the machining community.
