You have probably already seen some of my coverage of the new tools Milwaukee announced at their recent new product symposium. If not, go ahead and check out the posts in our Milwaukee NPS15 category, or make a point to do it later. There are LOTS of great new Milwaukee tools coming out.
But what about Empire Level, which is now owned by Milwaukee Tool?
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Adam wrote:
I know you recently went to the Milwaukee show, which I’m loving all the updates. But I was wondering if you are going to report about Empire Level, if they had anything new to show off. I know levels play second fiddle to power tools, I’m just wondering if there will eventually be a post about the levels–granted that they had anything to show you.
Short Answer: There will be new Empire products in 2015, and very many more in 2016.
The long answer is, well, a lot longer.
First, it was emphasized that Empire isn’t going anywhere. Right now, something like 85% of Empire tools are made in the USA, and they plan to keep it that way.
Milwaukee is pumping a LOT of money into Empire, allowing for R&D to be scaled up in a way that the former family-owned company just couldn’t support before. There’s a lot of new stuff coming out, but it’s not just about new products but about new branding. Milwaukee is a marketing powerhouse, and they’re bringing that to Empire as well.
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Empire’s TrueBlue laser-etched rafter square isn’t a completely new product (the 7-inch model sells for $17 at Amazon), but new ones are coming out in August 2015. The 7-inch model looks to have received a slight redesign, and there’s also what looks to be a new 12″ model.
Do you see those framing squares that are so delicately balanced on the tool cart handle? I knocked them all down, like dominoes, right after taking this photo. Whoops!
Remember what I said about Milwaukee being a marketing powerhouse? It’s not enough for Empire’s TrueBlue combination squares to have the brand’s iconic blue-liquid-filled vials. The ruler-clamp part of the squares (is there a better word for these?) are now blue instead of black. This should help them stand out from other brands’ combination squares a lot better.
There will be new “next generation” torpedo levels that are expected to launch in March of 2016.
There will also be a new box level launching in March of 2016, but I didn’t really get a good photo of it to share. So here’s another shot of a new Empire torpedo level.
One interesting feature is that the levels will have easily removable rubber end caps. I won’t remark on the fit and finish, as it’s pretty clear this is a prototype with carved-out recess and 3D-printed plug. But overall it seemed like a great feature. I don’t recall a time when I had to use a level to make a mark in a corner, but removable end caps are one of those I’d rather have it and not need it features.
And here’s a prototype of Empire’s new UltraView LED-lit box level, which is expected to ship in April 2016.
I didn’t have the opportunity to check vial visibility in regular light, but it lit up beautifully in dim lighting. And the darned thing even has a battery fuel gauge! If it’s running low on batteries and less than 15% of charge is remaining, the vials will flash a little bit when you first turn on the level.
I expect that the new Empire UltraView level will quickly gain popularity. My only niggle is that there’s no built-in handle, but that might change before these levels ship out next year. Remember, this is only a prototype.
There was a display showing how the Empire UltraVision LED lighting system compared to single and dual LED setups. Yes, the difference really was this dramatic in person.
During the Q&A, one person asked about the future of Milwaukee’s trades-specific torpedo levels, now that they own an entire layout and measurement division. The answer was that Milwaukee would still consider levels or other layout and measurement tools that fit in with their goal of providing unique solutions for their users.
Overall
I’ve liked Empire Level for a long time now, and own a bunch of their products. Off the top of my head, I have a 36-inch ruler, a basic 48-inch level with case, a 9-inch torpedo level, a combination square or two, a 12-inch Craftsman level that I’m almost certain is made by Empire, and some random tools – a scratch awl and a glass cutter that I haven’t opened yet.
I am actually very excited about what I saw at Milwaukee’s NPS15 new product showing. They already said that we’re going to see a lot of new products in coming years, and I’m already quite excited by what I saw.
And, as a reminder, they intend to keep production here in the USA. When we first discussed the acquisition, there was a lot of worry about this. It’s good to see that Milwaukee Tool and Empire are firmly committed to their USA manufacturing base.
Stan
For the sake of America, I hope TTI doesn’t outsource all the manufacturing overseas, I’ve seen this happen a great deal in the last decade, so only time will tell if they will keep the jobs here in the next several years.
Good on Milwaukee/TTI for creating employment in America rather than contributing to the staggering amount of unemployment that seems to only increase these days.
fred
Its not so much that unemployment is high – the reported rate in Wisconsin is 4.6% – which is half what it was in the 2010-2011 recession – but that the number of US manufacturing jobs seem to keep eroding.
Toolfreak
So…from the pic where the framing squares are balanced on the tool box handle…it looks like Empire is going to offer their aluminum framing squares in anodized blue and plain aluminum, and steel framing squares in pre-rusted bare steel and pre-rusted black painted versions?
The new products look a lot like the old products, but it will be interesting to see what Empire comes up with with the backing of Milwaukee/TTi.
Stuart
That was more about “look how crappy ans unreadable these squares are, and how awesome ours are in comparison!”
Mike
By any chance did you check to see if the aluminum ones were still straight and square after being knocked down?
Jerry
Glad they are keeping production in the USA. It’s good that they not only are employing US workers, but are innovating, as well.
Chris
I started using levels that are curved such as in the professional levels and they expand the accuracy 10 fold. Sad to see cheaper levels like Empire not use them. Levels with lights and batteries I don’t need. Made in the USA is a plus !
Chris
why can’t they make something as good as that Goldblatt Box Level you reviewed, now that’s something great. Empire should make better some higher end stuff, not the mid-level with gimmicks.
Rick
In the old days, it was Sand’s or Johnson sand-cast levels; then came some decent (and some not-so-decent) i-beam levels. Years later, when Stabila hit the shores, they went to the top of the list. That being said, no level can be assumed to be ‘perfect’ and/or useable. We always checked our levels for: straightness/bentness/twist; plumb/level/or-not; how the vials were installed; etc. Any level that wasn’t straight was automatically rejected; if it was straight, but had one vial that wasn’t ‘perfect’, it was duly marked (or, that bad vial destroyed) so as to only be used in the useable position. Anyone who dropped or damaged a ‘good’ level had to pay for it’s replacement.
If someone showed up w/an Empire level, he was either fired or had a severe talking to: we were never able to get the Empires to pass the tests to be ‘useable’. Remember, this was the ‘old’ days; one can only hope that things have changed. Not meaning to diss Empire, just passing on one persons experience/history.
fred
We’d set up machinery with a Starrett 199Z – but we kept it and similar precision tools away from folks who were likely to drop them. While buying one of these for residential construction – would be akin to hauling out a Topcon or Leica Total Station to layout a kitchen – one would like a carpenter’s level to be accurate especially if your plunking down what a big Stabila costs. When I’d see a new line of levels at Lowes or HD – I sometimes stood one up against another – then reversed them to see if their plumb vials seemed to be consistent. I recall laughing a bit at some – but a few – even cheapies seemed OK.
Joe
Empire levels are crap never got good reading from them always off a little
mnoswad
Not a fan of the blue vials. Find it very hard to see at a glance or from slight distance.
Won’t buy an empire level only for that reason.
Ralph Romano
All 3/8″ diameter blue or yellow level vials and plumb vials since Milwaukee took over have short bubbles with about a .100″ gap between bubble and lines . TOTALY USELESS . This was not the case previously . This reminds me of when AMF took over Harley Davidson . Close bubble gap was standard on all Empire Levels in the past . Will no longer purchase Empire Levels . They are now JUST JUNK!!!!!!!!!!!!!!!
Stuart
Are you sure? It’s my understanding that the bubbles vials are produced on the same equipment by the same people.
Thanks for sharing your feedback! I’m now wondering if this was something they changed, and if so why.
Michael Hirst
Empire levels are mad in China not the USA
Stone guy
The best level I have and still have from over 20 years and still works perfect is the yellow empire box level from 1995 with the yellow vials.
It is well built, still not bent and has a perfect reading all the time. It is also 8’ long.
Somehow it hasn’t gotten away from me.
I wish Empire would make it again. Stabila isn’t as good as it used to be either. It would be also great if they came out with a 58” and 32” level for us tile and stone guys.