Wera Tools's Slogans & Taglines

Wera Tools (formally Wera Werkzeuge GmbH) was founded in 1936 by Hermann Werner in Wuppertal, Germany, as a trading company for tools. During World War II, the company was destroyed and rebuilt from scratch in 1945 by Heinz Amtenbrink, son-in-law of the Werner family, who introduced screwdriver manufacturing as a new business segment. In 1951, the brand name Wera was created by combining the founders' names—Werner and Amtenbrink. Production of screwdriver bits began in 1963, and in 1968 the company collaborated with the Fraunhofer Institute to develop the iconic Kraftform screwdriver handle, which remains a cornerstone of the brand's identity. In 2016, Wera was fully acquired by Bitburger Holding. Today, headquartered in Wuppertal, the company employs over 1,500 people worldwide and manufactures more than 3,000 products at its German headquarters and Czech Republic facilities.

The brand's core products are screwdriving tools and hand tools, including screwdrivers, screwdriver bits, ratchets, sockets, wrenches, and torque tools. Its portfolio features game-changing innovations such as the Zyklop ratchet, the Joker wrench, and the Tool-Check Modular system, serving industries from automotive and aerospace to manufacturing and construction.

From its earliest days, Wera has built its identity on the slogan "Be A Tool Rebel"—a philosophy born from customer feedback that reflects the brand's rebellious spirit of constantly questioning norms and thinking differently. This journey from a post-war tool trading company to one of the world's most innovative screwdriving specialists embodies a relentless commitment to making users' work simpler, safer, and more joyful.