In this executive Q&A, Sercel-GRC’s Vice President of Marketing & International Sales describes how GRC has evolved from providing traditional data acquisition to integrated electronic systems to assist field operations. Along the way, the company has provided numerous innovations to the industry.
Interview with TOM MILLAR, Sercel-GRC
This year, GRC (now part of Sercel-GRC) turns 100 years old. Over the years, the company has specialized in products focusing on artificial lift and reservoir monitoring. One of the firm’s stand-out innovations, early in the industry’s history, was creation of the first mechanical recording pressure gauge. In more recent years, GRC has focused on a broader approach to data acquisition.
World Oil sat down recently with Sercel-GRC’s Vice President of Marketing & International Sales, Tom Millar, to get his reflections on the company’s 100 years of operations, what he thinks are the firm’s more notable innovations, what drives GRC’s thirst for innovation, and where he sees the company and the artificial lift/reservoir monitoring sector going from here.
World Oil (WO): GRC is celebrating its 100-year anniversary in 2025. What does this milestone mean to the company, its employees and customers?
Tom Millar (TM): As we mark this 100-year milestone, I see it not just as a company achievement, but as a shared journey with our colleagues, customers and partners. It is a chance to recognize where we’ve been—and to reaffirm our focus on what comes next. I have been with the company for 26 years, and I believe that reaching a century in operation speaks to our ability to adapt, evolve, and stay engaged with the changing needs of the oil and gas industry. From those early days, our focus has been on developing downhole monitoring tools that provide reliable data to help oil and gas producers understand and optimize their wells.
Our story began in 1925, when GRC was founded as Geophysical Research Corporation, a subsidiary of Amerada® Petroleum Corporation. From the start, we focused on developing technologies that could make a difference—particularly in bottomhole pressure and temperature monitoring of oil and gas wells, Fig. 1. These early efforts laid the groundwork for our later contributions in artificial lift and reservoir monitoring. Over the years, we have shifted our focus from seismic exploration to production data monitoring technologies that help operators optimize well performance.
As we mark this centennial, we acknowledge the generations of employees whose work helped turn GRC into a leading provider of downhole data solutions. We have been through changes—acquisitions, relocations, and industry shifts—but throughout it all, the evolution of our technology has been able to withstand all the industry’s changes over time.
This milestone is also meaningful in the context of our relationships with customers. Reaching 100 years would not be possible without the trust they have placed in us. Our tools—whether advanced downhole gauges or real-time monitoring systems—are built to provide the insights and data that operators need to make informed decisions. We know that reliability and clarity matter in the field, and we strive to deliver both.
Innovation is not just a value we talk about—it is something we rely on to respond to new challenges, refine our technologies, and stay relevant in a demanding industry. Innovative engineering and technology have provided solutions to the artificial lift market that have transcended beyond cultural and organizational changes. Looking ahead, that same mindset will guide how we approach the next generation of solutions for artificial lift and production monitoring.
WO: How has the company evolved over the past 100 years? Are there any defining moments that stand out in its history?
TM: One moment that stands out in our history came in 1931, with the creation of the first mechanical recording pressure gauge—the Amerada® Bomb. This tool changed the way production engineers approached their work, allowing them to record downhole pressures and temperatures for the first time. With that data, they could begin making informed decisions about how to manage reservoirs and improve well performance. It was a foundational innovation that influenced the trajectory of well monitoring technology.
Like many companies, we faced new demands during World War II. Our focus temporarily shifted to wartime manufacturing, and our patents on the Amerada® Bomb were waived, opening competition. Even so, we stayed committed to development and in 1956, took a significant step forward by transitioning from mechanical to electronic gauges. That shift gave us the ability to deliver more accurate and reliable data—something the industry increasingly relied on, as wells became more complex.
As technology evolved, so did we. We moved from traditional data acquisition to integrated electronic systems, always aiming to keep pace with the demands of field operations. Today, our solutions go beyond hardware. With our vision of looking “Beyond the Gauge,” this signifies an emphasis on a broader approach to data acquisition, we focus on turning raw data into actionable insights that can influence operational decisions in real time.
What continues to drive our evolution is the need to provide accurate, reliable, data that serve both engineers and field operators. With more than 160,000 gauges deployed globally (Fig. 2), we have gained a deep understanding of what it takes to support effective reservoir engineering. Our approach has always involved willingness to change—whether that means adapting solutions, rethinking service models, or responding to new challenges.
As we look back, we also look ahead. Our history informs how we approach the future—with the same curiosity and drive that defined our earliest breakthroughs.
WO: In January 2012, Sercel S.A. acquired the assets of GRC. How has the partnership with Sercel impacted the company’s corporate identity and commercial strategy?
TM: Sercel’s acquisition of GRC marked a pivotal turning point. The transition introduced a more structured and disciplined approach to operations, transforming GRC from a privately held, agile company into a more mature and globally integrated organization. With this shift came formalized processes in safety, governance, and long-term planning—improvements that not only enhanced internal operations but also strengthened our credibility with customers and partners.
Prior to the acquisition, GRC was known for its responsiveness and flexibility, but often faced limitations in areas such as strategic sourcing. Joining Sercel addressed these challenges directly. One of the earliest and most impactful changes was access to Sercel’s global procurement network. This became especially critical during the global semiconductor shortages surrounding the Covid-19 pandemic, Sercel commanded a strong position with electronic component suppliers. This enabled GRC to secure vital components and maintain production while many competitors were experiencing delays.
Strategically, the acquisition prompted a reassessment of our market focus. Historically centered on premium, niche applications, we identified new opportunities in the broader, high-volume artificial lift market. By adopting lean manufacturing and streamlining operations and developing fit-for-purpose solutions, we were able to offer more competitively priced products without sacrificing reliability. This allowed us to expand our customer base and grow market share while maintaining strong margins.
WO: How did the partnership also elevate the quality and reliability of your technology?
TM: With access to advanced components like semiconductors and pressure transducers—as well as engineering and manufacturing resources—we significantly upgraded our downhole gauges and electronic assemblies. Moving from manual production to automated, scalable processes, including surface-mount technology and board coating, improved efficiency and consistency while reducing costs.
A key operational shift was transitioning from a build-to-order to a build-to-stock model. Leveraging historical purchasing data, securing share in other market tiers, and standardizing on sub–assemblies, we began forecasting demand more accurately, building inventory in advance, and cutting lead times from 12–14 weeks to as little as two weeks. This proactive approach helped customers reduce their own inventory burdens and positioned us as a responsive, low-risk supplier, particularly during volatile periods such as the 2015–2017 oil price downturn and the Covid-19 supply chain disruptions.
We also evolved our approach to customer engagement. Rather than working solely with field-level personnel, we began partnering with strategic sourcing teams to align our solutions with broader business goals. This deepened our relationships and shifted our role from vendor to strategic partner.
While we continue to lead in downhole gauge technology, our focus is expanding. Through our “Beyond the Gauge” initiative (Fig. 3), we are developing digital tools and cloud-based platforms that turn raw data into actionable insights—enabling operators to make smarter decisions and optimize performance. Though still early, this direction signals a fundamental shift in how we deliver value.
The results of the partnership were improved product performance, greater operational efficiency, expanded market reach, and stronger resilience in the face of industry challenges. Sercel’s support has helped us turn constraints into competitive advantages and laid the groundwork for sustained growth in a rapidly evolving energy sector.
WO: Tell us about your customers.
TM: At GRC, our customer base has historically been focused on partnerships with the leading ESP (electric submersible pump) manufacturers. These include SLB, Baker Hughes, Halliburton, NOV Artificial Lift and others. This strategic focus allowed GRC to become an integral part of the artificial lift sector, delivering critical sensor technology that supports efficient and reliable downhole operations.
Early on, we identified an opportunity in the market to operate as an OEM and enter into private-label agreements with these ESP manufacturers. Through these partnerships, we developed cutting-edge downhole monitoring solutions, such as the ESP Surveyor, Centinel, and Hell-cat sensors, which became market-leading products heavily associated with our partners. Despite being private-labeled, these sensors have GRC’s engineering at their core.
For example, in the 1980s, GRC partnered with Reda, one of the earliest pioneers in ESP manufacturing, to design and deploy the first ESP gauge in the U.S. This sensor, called the ESP Surveyor, was revolutionary at the time, enabling operators to monitor downhole data like never before. Reda was later acquired by Camco Intl. and subsequently by SLB. Though the acquisition landscape changed, GRC retained its stronghold in the market, adapting our solutions to continue aligning with industry leaders.
Following our partnership with Reda, we entered into agreements with Baker Hughes and later Summit (Halliburton). These partnerships resulted in the Centinel series and the Hell-cat gauges, both of which became synonymous with advanced ESP monitoring technology. By focusing on private-label solutions tailored to the unique demands of each ESP manufacturer, GRC maintained its position as a leader in high-performance sensors for over 45 years.
While our name may not appear directly on these branded sensors, the industry-recognized performance and reliability of these products reflect GRC’s dedication to quality and innovation. Our private-label strategy not only solidified our relationships with top-tier ESP manufacturers but also positioned us as a trusted developer of proprietary technologies that have set benchmarks for downhole data acquisition.
We continue to support and collaborate with ESP manufacturers globally, delivering cutting-edge technology that enhances system performance and ensures efficient production for operators. Through these partnerships, we have helped thousands of operators around the world make informed decisions, optimize production efficiency, and reduce long-term operating costs in their artificial lift systems.
WO: Are there any initiatives being launched to commemorate your 100-year anniversary?
TM: To celebrate our 100th anniversary, we are planning a special event during the SPE Gulf Coast Section’s Electric Submersible Pump Symposium—the most prominent global gathering for the ESP community. This symposium, held during August in Galveston, Texas, is the perfect place to recognize a century of innovation and our ongoing commitment to advancing downhole technology. We will be hosting a celebration that brings together ESP experts, operators, service companies, academics, and advisors. It is a chance to honor not just our own history but also the collective progress of the entire artificial lift industry. The event will offer opportunities to connect, reflect on how far the technology has come, and look ahead to where it is going. Every show attendee will be invited to come along.
This celebration is not just about looking back—it’s about reaffirming our vision for the future. After 100 years, we are still focused on helping our partners make smarter decisions through reliable data and monitoring solutions. We are proud of what we have achieved, and even more excited about what comes next.
WO: What is the vision for the next 100 years at GRC? What message would you like to share with customers, employees and stakeholders on this occasion?
TM: Over the past 100 years, we have built a reputation at GRC as a trusted innovator and technology partner in production operations. We don’t want to be recognized as a company that just builds gauges – we want to be recognized for providing reliable data solutions from monitoring and surveillance to analytics, improving the value of assets for our customers.
We are combining advanced data acquisition technology with lean manufacturing to drive scalable impact—turning smart ideas into real, measurable results. One of the most exciting parts of this next chapter is our international expansion. We are gaining strong traction in emerging markets across the Middle East and Asia, thanks to long-standing development efforts and solid partnerships. Looking ahead, we see exponential growth. Our strategy is grounded in delivering precision-engineered products, actionable data, and strong support to help our customers optimize performance and drive success.
To everyone who has been part of our journey—thank you. Your trust and dedication have shaped who we are. As we move forward, we will keep pushing boundaries, solving tough challenges, and delivering lasting value to the industry. The next 100 years are just beginning. WO
TOM MILLAR is vice president of International Sales & Marketing in the GRC Business Unit of Sercel-GRC, a position he has held since January 2018. Previously, he was Global Sales & Marketing manager for the company from January 2015 to December 2017, as well as Latin America Sales manager from November 2009 to December 2014. Mr. Millar also worked at United Instrumentation Services from January 1998 to October 2009, serving in positions of increasing responsibility, culminating in filling the CEO role from January 2005 to October 2009. Mr. Millar earned a bachelor of engineering degree in electronics from Universidad Rafael Belloso Chacín in June 2002.