Article: URMA AG
In 2003 URMA enters the machine trade and sets up the "HAAS Factory Outlet" in Switzerland. With over 2,000 CNC machines sold and 2018 awarded as the best HAAS dealer worldwide, URMA has made a name for itself in the sales and service of CNC machines.
PDF: Press release
Gene Haas, the founder and owner of HAAS Automation, initiated the founding of the company in 1983 with the goal of producing economical and reliable machine tools. Soon after its founding, HAAS was able to distribute its CNC machines worldwide through cooperation with various partners, steadily expanding the company's influence in the industry. These partnerships helped to establish the "HAAS" brand over the past 40 years and strengthen its presence on a global level.
The second pillar – a win-win situation
URMA's commitment to quality and customer satisfaction played a crucial role in establishing HAAS in the Swiss market. HAAS Automation's decision to choose the indirect distribution channel for its machines and to look for partners for distribution in different countries coincided with URMA's efforts to develop a new business model. "Advancing technologies lowered the turnover of boring tools. In order to maintain our core business, in addition to concentrating on new tool developments, we have also focused on a new mainstay", explains Urs W. Berner, Chairman of the Board and CEO of URMA AG. The synergy between the two companies led to the establishment of URMA's "HAAS Factory Outlet" (HFO), which distributes the entire HAAS product portfolio in Switzerland via the online shop, personal consultation and the showroom. This partnership is a win-win for both companies and an outstanding example of trust, cooperation and the common pursuit of excellence.
Over the past 20 years, HAAS has established itself as the market leader in the Swiss CNC landscape thanks to indirect sales, while URMA has steadily expanded its expertise in machine trading. URMA was even voted "HFO Dealer of the Year" in 2018, thus prevailing over 170 well-known and mostly larger dealers as the best HAAS dealer in the world. Michel Godel, an HFO employee from the very beginning, emphasises the importance of the award: "We are very honoured to have been recognised for our service efforts in particular. It confirms once again that we have a great team and that the focus on our customers and a fast and competent service pays off."
Rely on HAAS in your own production
In addition to its experience in trading machines, URMA has equipped its production facility with HAAS CNC machines to increase its own productivity in tool production. URMA is thus the only HAAS dealer in Europe that operates its own production and has eight HAAS machines for turning and milling in its production halls. This many years of experience in its own production enables URMA to understand customer needs and applications and to advise interested parties in the best possible way. If the requirements are not covered by the standard machines, URMA offers customised solutions: Thanks to machine conversions, which URMA carries out in cooperation with partners for special applications, almost all machining operations are possible. Because the areas of application for HAAS machines are as varied as the materials that are processed. Michel Godel adds to this: "For example, we have customers who machine stones, grind diamonds or carbide and use the HAAS machines for tool manufacture, production of alphorn inserts or watch dials and rim repair."
New technologies bring new opportunities
With advances in technology, the production landscape has continuously changed and improved. One of the latest innovations used in URMA's production line is industrial 3D printing. Convinced by this technology, URMA has expanded its know-how and machine portfolio to complement the CNC machining centres in order to offer customers an even broader and comprehensive machine portfolio across the entire production chain. The product range for additive manufacturing includes industrial 3D printers for metal, polymer and plastic, including pre-processing/design and post-processing equipment as well as software solutions. And the "Machinery" division is growing steadily, according to Urs W. Berner: "We continuously invest in innovation, digitalisation and sustainability and thus remain competitive in the long term." That is why the URMA Experience Center in 2025 will open a large exhibition area for CNC machines, 3D printers, post-processing machines and all other products in the "Machinery" area. In this modern showroom, customers can view the various machines and gain a profound insight into the entire production chain.
The entry into the machine trade and the resulting long-term partnership between HAAS and URMA is a remarkable example of the fruits that a cooperative collaboration between two outstanding companies can bear. Both companies look forward to many more successful years of partnership and innovation.
