Hemar Group is a Swiss electronics manufacturing services (EMS) company that takes products from the first prototype to mass production. When the group decided to build a manufacturing presence in the United States, the challenge went far beyond logistics. An American buyer has never heard of a family of Swiss companies, so the brand had to earn trust in a new market from day one. New Con has supported Hemar's online marketing for several years, and helped bring the US expansion to the market.
A Swiss legacy since 1974
Hemar's story starts in Switzerland:
- 1972: SEFA SA is founded in Mendrisio, Ticino. For more than 30 years it is Hemar's manufacturing partner.
- 1974: Hemar Electronic AG is founded. From Nesselnbach in the Canton of Aargau it imports electronic components and builds alliances with EMS partners to produce finished, Swiss-made electronic assemblies.
- 2010: Hemar acquires SEFA SA, and Hemargroup is born: one group covering components, production and services.
- 2019: The acquisition of HSCS Sagl adds an engineering arm for hardware and software development, IoT, automation and systems integration.
Today the group offers what it calls 360° project management: engineering, prototyping and 0-series, SMD and THT assembly, testing, final assembly and logistics, for corporate clients and startups alike.
The next step: a new production line in Colorado
In 2026 the group took its biggest step outside Switzerland. Its US subsidiary, HemCS United, Inc., already runs an engineering headquarters in downtown Denver. In March 2026 the State of Colorado announced that HemCS United will set up a US operations and manufacturing division in Alamosa, in the San Luis Valley, supported by the state's Rural Jump-Start program.
The new site brings Hemar's full service to American customers: engineering and design, prototyping and production, and advanced testing for medical technology, defense, industrial automation and consumer electronics.
"Our goal is to create high-quality jobs and build a long-term presence here." – Patrick Schaer, Owner and CEO of HemCS United
The marketing challenge
Swiss precision is a strong promise, but on its own it does not win American customers. The US launch had to answer three simple questions for buyers:
- Who are you? A company with five decades of experience, now producing locally in the US.
- What can you do for me? One partner from idea to finished product, without managing several suppliers.
- Why should I trust you? A track record in demanding industries and a long-term commitment to the US market.
Our approach
True to our mission of keeping things simple, we focused on the few things that matter most:
- A dedicated US corporate website. Written for American buyers, in their language and with their concerns in mind. The Swiss heritage builds credibility, and the local production in Colorado removes the distance.
- One clear message across markets. The same story and service structure in Switzerland and the US, so customers in both markets recognise the group immediately.
- Focused acquisition. Search campaigns across Switzerland, Germany, Italy, Austria and the US, concentrated on the services that bring new customers: PCB assembly and volume production, and prototyping and 0-series.
- A few KPIs that count. Qualified project enquiries and the cost per enquiry, rather than a long list of vanity metrics.
The lesson
Expanding into a new country is complex. The way you present it to customers should not be. A clear story, built on a real legacy and a concrete local commitment, is what turns a Swiss name into a trusted partner in a new market.
"After two years of a highly successful partnership, we are very satisfied with our 365 degree online marketing service provided by New Con." – Patrick Schaer, Hemar AG
Planning to take your business into a new market? Request a complimentary consultation.
Sources: The History of Hemargroup, Colorado Governor's Office, 31 March 2026.
