Craftsman’s Max Axess hand tools: I know they’re Gearwrench and you know they’re Gearwrench — no secret there. We all have eyes and can understand that the 51-piece toolset Sears is touting for Father’s Day is exactly that — Craftsman branded Gearwrench. It’s a smart move: take one of the best handtool systems in terms of innovation in the last ten years and put a Craftsman warranty on it. Step three, profit.
Even though GW already had a great warranty. Even though many DIY mechanics already have this same gear with a different moniker on it. When any hand tool has the word “Craftsman” bestowed upon its shiny spine, the backing of that famous warranty ensures things are going to go well. None of that matters when gleaming kits by the thousands leave the store bound for shade-tree dads everywhere this week. But we can’t really blame them for it.
At $60 per kit and with the solid rep we’ve seen Gearwrench and Craftsman earn over the years, it’s an okay deal — even if we say so through gritted teeth when the guy next door holds up the tools proudly and proclaims, “Look; they’re Craftsman!”