SECKLER AG

What SECKLER AG does

SECKLER AG is a Swiss manufacturer of custom-built automation systems specializing in handling technology for precision parts production. Founded in 1975 and headquartered in Pieterlen, Switzerland, the company develops fully automated manufacturing equipment for mass production of high-precision components, with particular expertise in operating reliably in dirty and wet environments. Its portfolio spans ten core product platforms — modulo (modular handling), robomation (standard robot cells), deburo and deburo magnetfinish (surface treatment), sortero (classification), paintero (robotic painting), sandero and robosandero (micro sandblasting), mesuro (measurement), and variation (standard construction kit) — built around a common Siemens-controlled automation architecture that allows interoperability across product lines. Over 2,000 SECKLER systems have been delivered to customers on every continent.

The company's technology stack includes proprietary micro sandblasting developed with partner iepco, magnetic finishing with defined edge radii of 3-50 µm and surface roughness down to Ra = 0.2 µm, SCARA palletizing with ±0.02mm repeatability, and modular gripper systems with plug-and-go upgradability. SECKLER serves vertical markets including automotive and transportation (its primary segment), hydraulics and pneumatics, medical technology, consumer goods, and watch and jewelry, supplying systems such as deburring equipment for diesel injection parts, rotor shafts, and ABS pistons. The firm is ISO 9001 certified through SQS and IQNet (since 2005) and reports customer satisfaction above 90%.

SECKLER operates a project-based direct enterprise sales model out of its Pieterlen headquarters, supplemented by regional representatives in Turkey (grindtec) and the Czech Republic, Slovakia and Poland (TL Technology Swiss). Revenue is generated primarily through one-time capital equipment sales priced per project specification, with a recurring aftermarket layer of preventive maintenance, spare parts, remote diagnostics, and training services. The company has approximately 30 employees and is privately held following a management buyout roughly fifteen years ago; it recently navigated leadership turnover (the loss of Jürg Ballif in 2022 and Walter Fuchser in 2024) and has invested in product development (robosandero, 2024), OPC-UA-based OEE connectivity, talent recruitment, and IT modernization from 2023 onward.

Name

SECKLER AG

Legal name

SECKLER AG

Website

https://seckler.ch

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

SECKLER AG is a Swiss manufacturer of custom automation systems for precision parts handling, deburring, micro sandblasting, painting, measuring, and sorting, serving automotive, hydraulics, medical, watch, and consumer goods industries with over 2,000 installed systems worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Pieterlen

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Custom Automation Systems: Design, development, and production of individually customized automation systems for precision part handling and manufacturing. Revenue is generated through one-time capital equipment sales with project-based pricing.
2. After-Sales Service & Maintenance: Preventive maintenance contracts (Inspection, Tuning), remote diagnostics support, on-site repair, spare parts supply, and system optimization/modernization services.
3. Training Services: Product-specific training programs (Maintenance, Operator, Programming) delivered at customer sites or SECKLER facilities.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

SECKLER AG is a Swiss manufacturer that designs, develops and produces individually customized, modular automation systems for the handling, deburring, micro sandblasting, painting, measuring and sorting of high-precision parts in industrial mass production, with a focus on reliable operation in dirty and wet environments. The portfolio spans ten core product lines (modulo, deburo, deburo magnetfinish, sortero, robomation, paintero, sandero, robosandero, mesuro, variation) backed by after-sales maintenance and training services.

Product overview

SECKLER AG is a Swiss manufacturer of individually designed automation systems in handling technology, offering a portfolio of 10 core products organized as modular, interoperable solutions. The main platform products include: SECKLER modulo (modular handling system) and SECKLER robomation (standard robot cells) for workpiece loading/unloading; SECKLER deburo (brush deburring) and SECKLER deburo magnetfinish (magnetic finishing) for surface treatment; SECKLER paintero (robot paint booth) and SECKLER sandero/robosandero (micro sandblasting) for coating applications; SECKLER sortero (classification/sorting) and SECKLER mesuro (measuring/testing) for quality control; and SECKLER variation (standard construction kit) for basic handling. These products share common automation architecture (Siemens controllers), gripper systems, pallet handling, and can be combined with each other through standardized interfaces. The company focuses on mass production of high-precision parts, particularly in dirty and wet environments, with 50+ years of experience in special machine manufacturing.

Differentiator

Problem solved

Functional benefit

Brands

• modulo: The modular handling system for complex production processes.
• deburo
• deburo magnetfinish
• sortero
• robomation
• paintero
• sandero
• robosandero
• mesuro
• variation

Products and services

• SECKLER modulo

Quantifiable outcome

• 50 years of firm history with over 2000 systems operating worldwide
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

Four partnerships are on record, tiered core, regional and minor.

• iepcocoreTechnology or Integrationiepco is the expert for perfect surface finishing with over 50 years of experience. Combined with SECKLER's automation systems, iepco provides cost-efficient overall solutions specifically tailored to individual requirements. iepco's micro sandblasting technology (dry micro blasting with defined blast media) is integrated into SECKLER's sandero and robosandero product lines for surface treatment applications.
• grindtecregionalChannel Partner/ Reseller/ DistributorRegional representative for SECKLER products in Turkey. Provides local sales and support services for the Turkish market.
• TL Technology SwissregionalChannel Partner/ Reseller/ DistributorRegional representative covering Czech Republic, Slovakia, and Poland. Provides local sales and support for these markets.
• signature design gmbhminorImplementation/ SI/ Consulting PartnerDesign and programming partner responsible for the SECKLER website design and development. Located in Schindellegi, Switzerland.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• KUKA: KUKA is a major German-based industrial robotics and automation integrator serving automotive, electronics, and general manufacturing. Provides relevant benchmarking for SECKLER's modular handling and robot cell offerings at significantly larger scale.
• ABB Robotics: ABB is one of the largest global industrial automation and robotics suppliers, offering robot cells, painting robots, and handling systems across all major industries. Competes with SECKLER's robomation and paintero lines at the high end of the precision automation market.
• Stäubli Robotics: Stäubli is a Swiss-headquartered global manufacturer of industrial robots and automation solutions for precision and cleanroom applications. Comparable to SECKLER's robomation and paintero robot cells, but at much greater scale and with broader geographic reach.
• EMAG Group: EMAG is a larger German machine tool and automation group offering turnkey manufacturing cells with integrated handling, deburring, and measurement. Provides the broader industrial automation context in which SECKLER competes in diesel injection and automotive component manufacturing.

Others

• Festo: Festo is a German pneumatics and automation components supplier whose actuators, controllers, and handling subsystems are commonly integrated into specialized automation cells. Comparable as an enabling technology partner ecosystem to SECKLER's precision handling and hydraulics/pneumatics customer segments.

Direct peers

• Walther Trowal: Walther Trowal produces mass finishing, deburring, and shot blasting systems for metal and plastic precision parts. Overlaps with SECKLER's surface treatment and automation portfolio in automotive and industrial precision parts segments.
• OTEC Präzisionsfinish: OTEC specializes in drag finishing, stream finishing, and surface treatment of precision parts, with automation-integrated cells. Closely mirrors SECKLER's deburo magnetfinish and robosandero offerings for small precision components.
• Rösler Oberflächentechnik: Rösler is a German manufacturer of mass finishing, deburring, and surface treatment equipment used in precision parts production. Directly comparable to SECKLER's deburo, deburo magnetfinish, and sandero product lines serving automotive, medical, and watch manufacturers.

Emerging players

• Schunk: Schunk is a German specialist in gripping systems, clamping technology, and automation components used in precision handling cells. Its modular gripper and automation subsystems overlap directly with SECKLER's interchangeable gripper modules (V-grippers, swivel arm loaders, double gripper heads).
• Heitec Heisskanaltechnik: Heitec is a German mid-market automation integrator specializing in production automation, robotics, and assembly cells for precision parts. Comparable to SECKLER's mid-sized, engineering-driven approach to bespoke precision automation projects.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SecklerAG
• Facebookfacebook.com/people/Seckler-AG/100086797093084
• LinkedInlinkedin.com/company/seckler-ag
• Instagraminstagram.com/seckler_ag

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SECKLER AG