willy instrumentos de medicao e controle ltda

What willy instrumentos de medicao e controle ltda does

Willy Instrumentos de Medição e Controle Ltda, doing business as Ashcroft Willy Brasil, is the Brazilian operating subsidiary of Ashcroft Inc., a US-based instrumentation group that itself is wholly owned by Japan's Nagano Keiki Co., Ltd. Headquartered in São Caetano do Sul, the company manufactures and supplies pressure and temperature measurement instruments, plus test and calibration equipment, for Brazilian process industries (petrochemical, chemical, mining, oil and gas, pharmaceutical, energy, water/wastewater) and OEM customers (HVAC-R, industrial equipment, medical devices, semiconductor, vehicles). It also operates an INMETRO CGCRE CAL 0015-accredited calibration laboratory, providing accredited calibration services as a recurring-revenue layer.

Its core product portfolio spans pressure gauges, pressure switches and transmitters, diaphragm seals, thermometers, RTDs, thermocouples, thermowells, and temperature transmitters, alongside test instruments including analog and digital test gauges, deadweight testers, and bench/portable calibrators. The technology stack is anchored on proprietary innovations such as the Safe Quick Release (SQR) field-serviceable diaphragm seal, the self-cleaning Isolation Ring, Plus! Performance dry vibration-resistant gauges, and the MicroTube siphon for high-temperature dissipation. Select components (e.g., MicroTube Siphon Model 2198) are locally manufactured in Brazil at roughly one-third the price of imported equivalents, indicating a hybrid local-manufacturing plus imported-product model.

The business model is quote-based hardware sales of instruments and diaphragm seals, supplemented by recurring calibration and maintenance services through the accredited lab. Go-to-market combines enterprise field sales with specialized technical/engineering staff, regional offices, and an extensive distributor network; the parent group supports 235+ channel partners across 55+ countries. Pricing is project-specific, and the corporate-level 2024 acquisitions of Switzerland's Rüeger Holdings and the Netherlands' STIKO B.V. signal broader product and geographic expansion at the group level, with potential flow-through into the Brazilian entity.

Name

willy instrumentos de medicao e controle ltda

Legal name

Willy Instrumentos de Medição e Controle Ltda.

Website

https://ashcroft.com.br

Company type

Private

Operating status

Operating

Short description

Ashcroft Willy Brasil is the Brazilian subsidiary of US-based Ashcroft Inc., manufacturing and supplying pressure and temperature measurement instruments plus accredited calibration services to process industries and OEM customers across Brazil.

Ownership category

akta.pro rank

Product category

Industrial Process Instrumentation (Pressure and Temperature Measurement)

NAICS

Analytical Laboratory Instrument Manufacturing (334516), Testing Laboratories and Services (54138)

SIC

Laboratory Analytical Instruments (3826), Services-Testing Laboratories (8734)

akta.pro primary industry

Weighing & Force Measurement (Load cells, scales, torque, strain measurement) (IMAGAFAF)

akta.pro secondary industries

Calibration Services & Standards (Calibration labs, reference standards, traceability services) (IMAGAFAH), Metrology, Calibration & Testing Equipment (Balances, pH/DO, Standards) (HLAGAIAL)

Keywords

• Pressure measurement instruments
• Temperature measurement instruments
• Process instrumentation
• Instrument calibration services
• Industrial sensors

Headquarters

HQ city

São Caetano Do Sul

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pressure Instruments: Manufacturing and sale of pressure measurement instruments including gauges, pressure switches, transmitters, and accessories
2. Temperature Instruments: Manufacturing and sale of temperature measurement instruments including thermometers, thermowells, thermostats, RTDs, and thermocouples
3. Test Instruments: Analog and digital test gauges, deadweight pumps, and bench/portable calibrators for field calibration
4. Calibration Services: Calibration services for pressure and temperature instruments through INMETRO accredited laboratory (CGCRE CAL 0015) and Willy/Ashcroft certificates for pressure and temperature ranges
5. Diaphragm Seal Systems: Custom diaphragm seal systems and assemblies with various materials including Duplex, Monel 400, Hastelloy C276, Inconel, Tantalum, Titanium, and PTFE-coated diaphragms
6. Maintenance and Repair Services: Maintenance and repair services for Ashcroft, Willy, Heise, and Weksler instruments

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Ashcroft Willy Brasil manufactures and sells pressure measurement instruments (gauges, switches, transmitters, diaphragm seals), temperature measurement instruments (thermometers, thermowells, thermostats, RTDs, thermocouples, transmitters, multipoint sensors), and test/calibration instruments (analog/digital test gauges, deadweight pumps, bench and portable calibrators). The company also provides INMETRO-accredited calibration services and maintenance/repair services for Ashcroft, Willy, Heise, and Weksler instruments to process industries and OEMs across South America.

Product overview

Ashcroft Brazil (Willy Instrumentos de Medição e Controle Ltda) offers a comprehensive portfolio of pressure and temperature measurement instruments. The product line is organized into three main categories: Pressure Instruments (manometers, pressure switches, transmitters, diaphragm seals, and accessories), Temperature Instruments (thermometers, thermowells, thermostats, RTDs and thermocouples, transmitters, and multipoint sensors), and Test Instruments (analog and digital test gauges, deadweight testers, and bench/portable calibrators). Key product lines include the S1 pressure transmitter for OEM applications, CXLDP/DXLdp differential pressure transmitters for controlled environments and cleanrooms, the Model 2274 multi-function instrument combining gauge/switch/transmitter, and the Plus!™ Performance vibration-resistant technology. The company also offers diaphragm seal systems with proprietary Safe Quick Release technology and provides calibration services accredited by INMETRO.

Differentiator

Problem solved

Functional benefit

Products and services

• Pressure Gauges (Manômetros de Pressão)
• Pressure Switches (Pressostatos)
• Pressure Transmitters (Transmissores de Pressão)
• Diaphragm Seals (Selos de Diafragma)
• RTDs and Thermocouples (Termorresistências e Termopares)
• Thermometers (Termômetros)
• Thermowells (Poços Termométricos)
• Temperature Transmitters (Transmissores de Temperatura)
• Analog Test Gauges (Manômetros de Teste Analógicos)
• Digital Test Gauges (Manômetros de Teste Digital)
• Deadweight Testers (Bombas de Peso Morto)
• Bench Calibrator Model ATE-2
• Portable Calibrator Model ATE-2
• S1 Pressure Transmitter (Transmissor de Pressão S1)
• CXLdp Differential Pressure Transmitter
• DXLdp Differential Pressure Transmitter
• Industrial Pressure Gauge Model 1490
• MicroTube Siphon Model 2198
• Plus! Performance Vibration-Resistant Gauges
• Model 2274 Multi-Function Pressure Instrument
• Isolation Ring Diaphragm Seal Types 80 and 81
• INMETRO Accredited Calibration Services
• Maintenance and Repair Services

Quantifiable outcome

• MicroTube Siphon 2198 priced at approximately 1/3 the cost of imported instruments
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Rüeger Holdings SAcoreStrategic or Co-development PartnerSwiss manufacturer of specialized temperature and pressure measurement products with high technical level, operating plants in Switzerland, Germany, China, and Malaysia. Rüeger has over 75 years of innovation including multipoint temperature sensors for critical refinery and petrochemical applications and proprietary technology for temperature monitoring up to 1050°C. Acquisition announced by Ashcroft Inc.
• STIKO Meetapparatenfabriek B.V.coreStrategic or Co-development PartnerDutch manufacturer of temperature and pressure measurement instruments and laboratory calibration products with headquarters in Roden, Netherlands. Founded over 50 years ago, STIKO provides customized products for critical safety applications in SubSea, Oil/Gas, Maritime, Pharmaceutical, and Food/Beverage markets. Acquisition announced by Ashcroft Inc.
• Nagano Keiki Co., Ltd.coreOthersParent company headquartered in Tokyo, Japan. Ashcroft is a subsidiary of Nagano Keiki Co., Ltd., providing global backing and strategic direction for the Ashcroft brand worldwide.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• WIKA: German global leader in pressure, temperature, level, and force measurement instrumentation. WIKA is the most direct comparable to Willy/Ashcroft Brasil — overlapping product portfolios (gauges, transmitters, diaphragm seals, thermometers, calibrators), shared process-industry and OEM customer base, and active direct presence in Brazil.
• Endress+Hauser: Swiss-German family-owned process instrumentation specialist covering pressure, temperature, flow, level, and analytical measurement. Closely comparable to Willy/Ashcroft in serving process industries (oil & gas, chemical, pharma, water) with both direct sales and local presence in Brazil.
• Yokogawa Electric: Japanese process automation and instrumentation supplier, including pressure and temperature transmitters under the Yokogawa brand. Directly competes with Ashcroft in oil & gas, petrochemical, and power customers globally and in Brazil through Yokogawa America do Sul.
• Ametek: US electronic instruments and electromechanical devices manufacturer with strong positions in calibration (Jofra, Mensor) and process instrumentation. Directly comparable to Willy/Ashcroft's test-instrument and calibration businesses, including deadweight testers and pressure calibrators.
• Fluke (Fortive): US-based portable test and calibration instrument brand owned by Fortive. Closely overlaps with Willy/Ashcroft's test-instrument and field-calibration offerings (digital pressure calibrators, multifunction calibrators) and serves overlapping maintenance/reliability technicians in industrial plants.
• JUMO: German mid-sized manufacturer of industrial sensors and automation solutions for temperature, pressure, level, and analytical measurement. Closely comparable to Willy/Ashcroft in scale and product scope, with focus on process-industry and OEM customers in Europe and Latin America.

Broad incumbents

• Emerson (Rosemount): US industrial conglomerate whose Rosemount line is a global benchmark in pressure and temperature measurement. Operates in Brazil with broad automation, valve, and instrumentation offerings — a direct competitor in process instrumentation, with much larger overall scale.
• ABB: Swiss-Swedish industrial automation major offering pressure, temperature, and process instrumentation as part of a much wider portfolio (drives, robotics, electrification). Competes head-to-head with Ashcroft in process industries and has active Brazilian operations.
• Honeywell: US conglomerate with a process measurement and control business (pressure, temperature, level) sold across oil & gas, chemical, and pharma verticals. Comparable customer base to Willy/Ashcroft, with broader product breadth and significantly greater scale.

Emerging players

• Beamex: Finnish specialist in calibration instruments and software for pressure, temperature, and electrical signals. Highly comparable to the ATE-2 bench/portable calibrator line; competes specifically in the calibration-services-enabled workflow that Willy/Ashcroft emphasizes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC2Y1Y2n22-cSxiCGkQOFwDQ
• Facebookfacebook.com/ashcroftbrasil
• LinkedInlinkedin.com/company/ashcroft-inc-brasil
• Instagraminstagram.com/ashcroftwillybrasil

Compliance1 record

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 →

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