Kinetra

Kinetra sells something you cannot put in a box: the production rights to the finest Swiss measuring technology. Inside micrometers that measure in the micron range, tube inspection from the inside…

• Client: Kinetra AG
• Built by: Orbit (Jan, Marcel)
• Period: 2025

Kinetra sells something you cannot put in a box: the production rights to the finest Swiss measuring technology. Inside micrometers that measure in the micron range, tube inspection from the inside, a laser that reads irregular shapes. Anyone who acquires the rights builds the instruments themselves, with all the know-how built into them.

Precision metrology is a market of big names such as Zeiss, Hexagon and Mitutoyo, which build and sell instruments. Kinetra takes a different route: behind the brand is a family of instruments developed over decades under the name Microtest, and Kinetra hands them over to manufacturers who want to continue building them, with the engineering design, 2D and 3D drawings, sample units, user manuals and, on request, advice on engineering and production. In 2026 Orbit creates the web presence for this. It needs to show how much precision goes into every instrument without turning into a catalogue, be as readable for engineers as for management, and let every path lead into a conversation rather than a basket.

• Production rights instead of goods • Microtest System analogue and digital • Tube Inspect • Laser Shape Scanner • Microtest Slotmaster • The Microtest word mark • Technology down to the last detail • Book an appointment on every page

Red for the rights

The home page is red, a single colour, with an emblem of four interlocking diamonds and one sentence: "Production rights to the finest Swiss measuring technology". Below it, the product lines appear as black cards, each with its instrument in the spotlight, and at the very bottom the word mark itself, because the name Microtest is also available, registered internationally. The menu lists everything once more, and at the top right there is always the same button: "Book an appointment".

Precision in the micron range

The centrepiece is the Microtest System, an inside micrometer for bores from 30 to 1,150 millimetres in diameter and up to ten metres deep. It applies Abbe's principle of measurement in a unique way, compensates for temperature and delivers results that do not depend on the person holding it: linear across the range to within a few microns, repeatable to one. It is maintenance-free, suited to blind holes and extendable, robust enough for the factory floor and the field, precise enough for the measuring room.

The page shows the instrument as an exploded view, with seven numbered parts, from the ratchet that moves one millimetre per turn to the display, controls, glass-fibre-reinforced housing and bevel gear, through to spindle and probe. Then come the electronics, models and variants, a comparison of the systems, inspection and the carrying case. A switch at the top changes between the analogue and the digital version.

Seen from the inside

Tube Inspect measures precision tubes from the inside by tactile probing, with an inside gauge, a draw-depth gauge and a straightening and inspection device. The Laser Shape Scanner captures what no probe can grasp: bores, gear teeth and profiles, plus the Laser Mouse for surfaces. Finally, the Microtest Slotmaster measures groove distances, recesses and axial gaps. Every line opens with an image more reminiscent of cinema than of metrology: a tunnel portal in front of the mountains, a backlit factory hall, a scanner above a landscape at sunset.

What a manufacturer gets

Every page ends with the same honest list: suitability for series production, production readiness, sample unit, CAD in 2D and 3D, drawings, marketing material and user manual, each with a tick or a cross. Alongside are display, measuring depth and accuracy, the measuring ranges with their key figures and a button for the product information. Anyone who wants more can get additional services from people who have known these instruments for decades.

And because precision is needed everywhere, a strip at the end shows where these instruments are used: in machines, gearboxes, pumps and turbines, in vehicles, rail vehicles and ships, in power plant construction, in aviation and even in space travel.

Not the purchase, the conversation

Anyone acquiring production rights wants to talk to a person first, and that is exactly where every path on the site leads: the "Book an appointment" button accompanies every view, on the phone as a floating pill above the cards. The site is fully designed; what it still lacks is an address of its own, and then the first conversation begins, about instruments that carry decades of knowledge within them.