KELLER Pressure: The Interview on the New Brand

Rebranding at KELLER Pressure. The Path to a Consistent, Global Brand.

Since 1 April 2025, we have been operating worldwide as KELLER Pressure in order to establish ourselves globally as a uniform, strong and recognisable brand. Even with the new name, we remain unique, independent and true to Switzerland as a production location.

In this interview, Reto Hofstetter, CMO KELLER Pressure and rebranding project manager, explains why we took this step and shares his personal experiences from the project.

Let's start with a basic question. Why did KELLER Pressure decide in favour of a rebranding?

KELLER Pressure has grown organically since 1974, always with a strong focus on technological excellence and high-quality products. It is thanks to this focus that the company is standing on a strong foundation after a good 50 years. To ensure continued growth and success for the future, we are now focusing on other key topics in addition to product quality and techonology. These include optimising our international sales organisation and aligning Finance and IT on a global scale. All of this requires a consistent, recognisable brand that reflects our values and vision.

Why exactly KELLER Pressure as a new brand name?

A convincing, global brand name should be understandable worldwide, easy to pronounce and memorable. Ideally, it has a clear connection to the product or service and stands out from other brands in the industry. A certain degree of flexibility is also desirable in order to grow with future developments of the company – be it through expansion, new technologies or entering additional markets. These criteria were decisive in the examination of various brand names and strategies. In the end, KELLER Pressure came out on top by a clear margin.

What remains the same?

The basic aim of this project is to create consistency and transparency, both internally and externally. To achieve this, redundancies must be eliminated and processes rethought. All of this is inevitably associated with change. What we want to retain and strengthen, however, are our core values. KELLER Pressure not only stands for maximum precision, reliability and flexibility, but also for the values of respectful and appreciative cooperation, in which respect and goodwill towards others are practised.

What happens to the legal name «KELLER Druckmesstechnik AG»?

The change of registered names represents a major milestone in the rebranding project. From 1 January 2026, the change of name becomes legally valid, i.e. all legal documents such as invoices, certificates etc. must be issued correctly. The new legal names for KELLER Druckmesstechnik AG (Switzerland), Keller Gesellschaft für Druckmesstechnik mbH (Germany) and Keller America Inc. will be KELLER Pressure AG, KELLER Pressure GmbH and KELLER Pressure Inc.

What did you particularly enjoy during this project?

Rebranding is always associated with change, and change is not easy for many people. I am therefore all the more pleased about the great understanding, motivation and commitment of the KELLER Pressure employees. The necessity of the project is recognised, even if the disappearance of long-standing brands such as KELLER Druckmesstechnik or Keller America causes some people to feel a little melancholy. The fact that we are moving closer together and that the changing mindset can already be felt in various places fills me with joy.

What was a particularly nice piece of feedback that you received?

One employee, who is about to retire, announced himself on the phone with full conviction as KELLER Pressure even before the deadline, while another thanked us very appreciatively for the project. With 27 and 42 years of service respectively, both had accompanied the company, i.e. the KELLER Druckmesstechnik brand, virtually from the cradle. Their openness, their handling of the situation and their understanding of the big picture impress me and are exemplary of the behaviour of many employees.

Have you gained new insights that you will use in the future?

I am enjoying my first experience with our newly established PMO (Project Management Office) and truly appreciate both the valuable support and the inspiring joint reflection.

What do you hope to achieve with the new KELLER Pressure brand in the long term?

In the long term, I hope that KELLER Pressure will establish itself as a strong, internationally recognised brand and deepen the lasting trust of our customers. As a unifying element, the joint brand identity promotes cross-border cooperation and makes our capacity for innovation as well as our values – precision, reliability, and flexibility – even more tangible. At the same time, it supports the expansion of our position as the leading manufacturer of pressure transmitters and paves the way for sustainable, future-oriented development.

What are the next steps for KELLER Pressure after the rebranding?

Positioning is a key component of global branding. As we serve a large number of industries and markets, some of which are very different, the development of positioning strategies at KELLER Pressure is an exciting and challenging task. In contrast to a global branding strategy, a global positioning strategy consists to a large extent of customised local strategies and tactics. I am very much looking forward to collaborating on this topic with our sales department and ultimately supporting our global sales regions and the responsible subsidiaries even more effectively.

Do you have any other questions about our rebranding? Perhaps our FAQ will answer them.