The American Wire and Cable Co., Inc. or "Amwire" for short, was formally organized in 1955. Its operation started in 1956 at its original plant at Pasong Tamo Avenue, Makati City, making it the Philippines' pioneer in electric wire and cable manufacturing. After six successful years marked by continued increase in the demand for its products, Amwire moved to a larger (and still its present) location at Km. 16 South Superhiway, Parañaque City. Today, well into the 21st century, Amwire–throughitsflagship brand, "DURAFLEX"–continues to be a major force to reckon with in the country's electric wire and cable industry.