Though some details of the company’s history have been lost to time, for the past 100 years, the Böhler brand has stood for the highest quality steel in Argentina. Reason enough to celebrate an anniversary and to put the site of the current sales company ACEROS BOEHLER UDDEHOLM S.A. into the spotlight on October 28, 2017.
For a brand history spanning one hundred years through Argentina’s turbulent century, it is understandable that some details have been lost to time. For instance, it is uncertain when exactly Richard Böhler came to Buenos Aires to trade in steel—whether it was before or during the First World War. One thing we know for sure: he worked together with Walter Denk to set up a steel warehouse in the city’s southern district near the river and registered the trade name Böhler in the country for the first time in 1917.
In the decades to come, the company’s history was not immune to the effects of events in Argentina and around the world. As a result, Austrian property was expropriated during the Second World War, and Böhler did not return to trading hard metal until 1953. Nevertheless, the Böhler brand name has endured in the country, without interruption, from 1917 until today.
A splendid celebration
The memory of the company’s 100th anniversary at the end of October is certainly much more vivid, particularly because it was such an extremely successful event. Around 200 guests took advantage of the opportunity to transform Hall 4 at the site, meanwhile located in the city’s industrialized northern district, into a party marquee. 130 customers, partners, and even the Austrian ambassador joined around 70 employees of the Böhler brand:
Colleagues from South America and Austria also traveled to the party: Reinhard Nöbauer as Member of the Management Board representing the High Performance Metals Division, Martin Fuhrmann as Regional Manager of the sales organization Böhler International GmbH, Wolfgang Kürbisch and Christian Auer as Department Managers representing their respective Böhler production companies, BÖHLER Edelstahl GmbH & Co KG and BÖHLER Bleche GmbH & Co KG. Even Uddeholm’s in-house “competitors” were among those in attendance.
New voestalpine corporate design
The voestalpine Group is marking the consistent implementation of its strategy and its changing self-image by updating its visual identity: its transformation from a European steel company to a global technology and capital goods group is now also being mirrored in its corporate design. The new visual identity combines tradition with future expectations, and increasingly symbolizes dynamism and a focus on the future.