Rego-Fix names William Obras general manager Americas

Manufacturer of Swiss precision toolholder Rego-Fix AG has named William Obras as the company’s new general manager Americas in charge of Rego-Fix USA, Rego-Fix Brazil and Rego-Fix Mexico. In his new position, Obras will play a key role in the implementation of the company’s regional management business concept, which will further strengthen sales and service support as well as customer responsiveness.

The new Rego-Fix strategy, together with the company’s various facilities, will foster more of a regional culture. This will intensify the company’s localized market support and ability to tailor its services and technological developments to meet the specific needs of manufacturers within these individual areas, while also being geographically close to those manufacturers for more collaborations. 

Obras, as a new general manager, will oversee sales, marketing and technical operations of the Rego-Fix North and South American facilities. In response to its increasingly global market, the company initiated a rebranding of its facilities within each region, incorporating the regional management concept. Obras’s responsibilities will also include financial and strategic considerations as they pertain to various American markets.

“The regional management business concept is an exciting new focus for us at Rego-Fix,” Obras said. “We continue to expand our localized presence in not only North and South America, but also throughout Asia and other key markets for Rego-Fix to provide customers with fast, localized service and support in addition to precision toolholding technology geared toward their individual manufacturing applications.”

During his 23-year career at Rego-Fix, Obras worked closely with President Andreas Weber, who now serves as the executive chairman of the company. Weber will continue to collaborate with Obras, as well as with Rego-Fix AG headquarters in Switzerland on company-wide growth initiatives and projects.

“Bill has been a cornerstone in our efforts to build Rego-Fix USA’s strong North and South America market presence. We now look to him as a catalyst for continued growth and market leadership,” Weber said. “Bill is an extremely driven executive with a proven track record, and all of us at Rego-Fix have the utmost confidence in his ability to lead our American efforts and contribute to the company’s success around the globe.”