WIDIA, a global manufacturer of metal cutting solutions, has announced the rollout of several special programs to celebrate its 100th anniversary.

in Statement issued On Tuesday, WIDIA parent company Kennametal announced the launch of 100 days of promotions and special incentives on popular products such as the WCE4 Carbide End Mill and VSM890 Shoulder Mill. As part of the celebrations, a new global brand ambassador program was launched.

Customers can look forward to exclusive #WIDIA100 merchandise and digital campaigns, as well as engagement programs that highlight the company’s history and vision for future innovation.

“Being 100 years old isn’t just looking back; it’s celebrating a tradition built on reliability and trust and looking to the future,” said Dave Bersaglini, president of metal cutting at Kennametal.

“Our customers, machinists, engineers, and small and medium-sized store owners, should expect that WIDIA will continue to evolve new and durable tools that work just as powerfully for them today and for generations to come,” Bersarini added.

Kennametal said in the announcement that WIDIA has become a trusted name for providing milling, drilling and tapping solutions and providing tooling systems to shops across a wide range of industries and applications.

“The WIDIA diamond emblem is much more than a logo. It is a testament to the ruggedness and durability that defines every WIDIA tool,” said Scott Etling, vice president of global product management at Kennametal. “It goes back to the brand’s beginnings 100 years ago when WIDIA, taken from the German phrase ‘we diamant’ or ‘diamond-like’, was first registered. That heritage still shapes the performance we offer.”

Acquired by Kennametal in 2002, WIDIA has expanded globally, integrating sub-brands such as Hanita and GTD.

The parent company reports that the brand has expanded its global reach while maintaining its reputation for reliability and cutting-edge performance.