WATM

What WATM does

WATM (WATM Pty Ltd) is a privately held, Western Australia-based crane and lifting-equipment dealership founded in 1974, operating from a headquarters in Bayswater (Perth) and a service branch in Newman (Pilbara), with purpose-built infrastructure exceeding 13,000m2 across three locations. The company is the exclusive WA distributor for Manitowoc Cranes (encompassing Grove all-terrain and rough-terrain cranes, Manitowoc crawler cranes, and the National range of truck-mounted cranes), and the authorised WA distributor for HIAB vehicle loading cranes, Moffett truck-mounted forklifts, and Multilift hooklifts and skiploaders, as well as the authorised Pettibone dealer across Australia and APAC for rail-crane equipment.

The company sells new and used cranes spanning capacities from 0.9tm HIAB light cranes up to 650t Manitowoc MLC650 crawler cranes, complemented by a recurring-revenue service business: over $3.5m of spare parts inventory across three branches targeting 90% availability, factory-trained technician servicing, 10-year inspections, fixed-price service packages, 24/7 field service with Pilbara FIFO deployment, and operator/technical training. WATM also designs and manufactures proprietary custom solutions, most notably the patented Net Tech Remote Diagnostic System (which gives technicians 24/7 remote access to cranes via mobile and GPS telemetry), plus Air Activated Handrails, STABline crane mats, heavy-duty air-conditioning systems, and solar battery-charging systems.

WATM's go-to-market is sales-led and enterprise-focused, serving seven primary verticals: crane rental, mining, oil & gas, logistics, infrastructure, wind energy, and waste management. Customers include multi-decade accounts such as FG Cranes (20+ year relationship) and Urban Cranes, with the business relying on direct field sales, a website-driven top-of-funnel, and OEM-mandated territorial exclusivity as primary commercial levers rather than disclosed pricing or self-service channels.

Name

WATM

Legal name

WATM Pty Ltd

Website

https://watm.com.au

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

101–250 employees

Short description

WATM is a Western Australian privately owned crane dealership, founded 1974, selling and servicing Grove, Manitowoc, HIAB, Moffett, Multilift, and Pettibone equipment. It serves mining, oil & gas, infrastructure, logistics, wind energy, and waste management customers across WA with three branches.

Ownership category

akta.pro rank

Product category

Crane Sales, Service and Distribution

NAICS

Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (423810)

SIC

Construction, Mining & Materials Handling Machinery & Equip (3530), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082)

akta.pro primary industry

Cranes, Hoists & Rigging Equipment MRO (Mobile/Tower Cranes, Winches) (TLAKAHAE)

akta.pro secondary industries

Truck-Mounted & Loader Cranes (IMAHAJAF), Cranes, Hoists & Overhead Material Handling (Industrial) (IMAHABAE)

Keywords

• Crane sales distribution
• Heavy lifting equipment
• Crane servicing maintenance
• Crane spare parts supply
• Mobile crane solutions

Headquarters

HQ city

Bayswater

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. New Crane Sales: Sale of new cranes including Grove all-terrain cranes, Manitowoc crawler cranes, HIAB truck-mounted cranes, Moffett truck-mounted forklifts, and other equipment. Exclusive WA distributor for Manitowoc Cranes.
2. Used Crane Sales: Wide range of second-hand cranes for sale with comprehensive mechanical and operational reports available for a fee.
3. Spare Parts Sales: Stocks over $3.5m worth of spare parts across 3 branches. Strategic inventory based on geographical area machine profiles with 90% availability target.
4. Service and Repairs: Factory-trained technicians provide crane servicing, repairs, maintenance packages, and 10-Year Inspections. Offers fixed price servicing for cost predictability.
5. Operator/Technical Training: Training services for operators and technicians on crane operation and maintenance.
6. Custom Solutions: In-house developed solutions including air activated handrails, crane mats, timber trays, air-conditioning systems, storage boxes, and solar battery charging systems.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

WATM sells, services, and supplies parts for mobile, crawler, truck-mounted, and pick-and-carry cranes in Western Australia as the exclusive WA distributor for Manitowoc/Grove cranes and authorised dealer for HIAB, Moffett, Multilift, and Pettibone. The company complements equipment sales with factory-trained technician servicing, 24/7 field breakdown support, 10-year inspections, fixed-price maintenance, and a $3.5M spare parts inventory, plus proprietary custom solutions including the NET TECH remote diagnostic system.

Product overview

WATM is a Western Australian privately owned crane dealership established in 1974, specializing in the sale, service, and support of cranes and lifting equipment. The company operates as both a distributor and service provider, representing multiple international crane manufacturers. The core product portfolio includes Grove all-terrain cranes (GMK series from 60t-450t capacity), Grove rough terrain cranes (RT/GRT series from 30t-149t), Grove truck mounted cranes (TMS series 55-100t), Manitowoc crawler cranes (MLC650 650t, 16000 400t), HIAB vehicle loading cranes and knuckle boom cranes (T-Series light cranes and X-HiPro heavy cranes from 0.9tm-90tm), Moffett truck mounted forklifts (M4-M9 series, 2-3.6t capacity), Multilift hooklifts and skiploaders (14-26t), and Pettibone rail cranes (Speed Swing 445E). WATM complements its crane sales with comprehensive service offerings including spare parts supply (with over $3.5m inventory), 24/7 field services, 10-year inspections, and proprietary NET TECH remote diagnostics. Custom solutions include air-activated handrails, crane mats, heavy-duty air-conditioning, solar battery charging systems, and custom storage boxes. The company serves industries including mining, oil & gas, wind energy, infrastructure, logistics, waste management, and crane rental across Western Australia with locations in Perth (Bayswater) and Newman.

Differentiator

Problem solved

Functional benefit

Brands

• NET TECH: Remote Diagnostic System - exclusive to WATM, this system gives technicians access to cranes anywhere for diagnostics and fault-finding purposes.

Products and services

• Grove All Terrain Cranes

Quantifiable outcome

• 30% lower diesel consumption with Grove GMK5250XL single-engine design compared to previous generation models
• +2 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Five partnerships are on record, tiered core.

• Manitowoc CranescoreChannel Partner/ Reseller/ DistributorExclusive WA distributor for Manitowoc Cranes encompassing Grove mobile cranes, Manitowoc crawler cranes, and the National range of truck-mounted cranes.
• HIABcoreChannel Partner/ Reseller/ DistributorWA distributor of HIAB's extensive range of truck-mounted cranes for material handling and vehicle loading applications.
• MoffettcoreChannel Partner/ Reseller/ DistributorWA distributor of Moffett truck mounted forklifts for logistics and material handling operations.
• MultiliftcoreChannel Partner/ Reseller/ DistributorWA distributor of Multilift hooklifts and skiploaders for waste management and logistics applications.
• PettibonecoreChannel Partner/ Reseller/ DistributorAuthorised Pettibone dealer across Australia and the APAC region, including the Speed Swing rail crane range.

Scale indicators7 records

Recent moves3 records

Expansion highlights5 records

Broad incumbents

• Konecranes: Global manufacturer and service provider of industrial cranes, port solutions, and lifting equipment with a heavy emphasis on lifecycle service, inspections, and digital offerings. Comparable to WATM's crane service-and-parts franchise scaled globally.
• Manitowoc Company: Global manufacturer of Grove mobile cranes, Manitowoc crawler cranes, and National truck-mounted cranes. WATM is its exclusive WA distributor; comparable as a vertically broader incumbent spanning manufacturing, dealer support, and direct service.
• Palfinger AG: Global manufacturer of truck-mounted knuckle boom cranes, loader cranes, and lifting solutions with a broad dealer and service network. Comparable as a competing OEM in the truck-mounted crane segment WATM distributes.
• Hiab (Cargotec): Manufacturer of truck-mounted loader cranes (knuckle boom, stiff boom) under the HIAB brand and parent of Moffett and Multilift. WATM is Hiab's WA distributor; comparable as the OEM whose products WATM sells and services.
• Liebherr: Global manufacturer of mobile, crawler, and tower cranes with direct sales/service operations in Australia. Comparable as an OEM competitor often specified against Manitowoc/Grove products that WATM distributes.
• Terex Corporation: Global manufacturer of rough terrain, all-terrain, and truck-mounted cranes (Terex, Genie, Demag legacy). Comparable as an OEM with broad product portfolio addressing the same end-customer applications served by WATM.
• Sarens: Global heavy lifting and engineered transport specialist with crane rental, sales, and project services. Comparable as a broader service-led incumbent serving mining, energy, and infrastructure end markets in common with WATM.
• Tadano: Global manufacturer of all-terrain, rough terrain, and truck-mounted cranes (including Demag and AC brands). Comparable as an OEM competing for dealer/distributor relationships and end-customer mindshare in WA.

Direct peers

• Tutt Bryant Equipment: One of Australia's largest multi-brand heavy equipment distributors with crane sales, service, and parts operations across the eastern states. Closest direct peer to WATM's dealer-distributor-service model in the Australian market.
• Bigge Crane and Rigging: US-based crane sales, rental, and service provider representing multiple OEMs with a strong aftermarket/service franchise. Comparable to WATM's integrated dealer-service-parts model outside Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WATMCraneSalesAndServices

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 WATM