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satis&fy with TAG Heuer at CeBIT

satis&fy builds the CeBIT exhibition stand for TAG Heuer in possibly record-breaking time

Just like in motor racing, with which the Swiss luxury watch maker TAG Heuer has been closely linked for many decades, it is all about sticking to the tight schedules and the perfectly implemented brand CI when realizing complex exhibition stand concepts. A challenge that the event service provider satis&fy meets with pleasure.

For the presentation of the watch collection TAG Heuer Connected Modular 45 at CeBIT in Hannover, TAG Heuer came up with a lot that had to be realized within a short time in the form of a challenging exhibition stand. This task was given to the One-Stop-Solution satis&fy in Karben close to Frankfurt.

"The event architecture and its special constructions were particularly really challenging due to the short time given. When the client came to Karben on March 3rd, mostly everything was discussed and we were able to start right away. We took the motto of TAG Heuer #DontCrackUnderPressure to heart and that’s how the job already got on the street not even two weeks later”, says Maren Vey, project manager at satis&fy.

In addition to the usual standard services such as back wall production, surface illumination (including profiler for various highlights), double exhibition flooring for cable management, storage room with shelves, cabinets and power supplies, furniture with ray counters, pedestals for brochures, tables, chairs, etc., it was all about special costume made designs by satis &fy’s own shops.

Also, two free standing walls integrated with monitors were costume build. As well as a table, designed by TAG Heuer called the “TAG-Heuer-Connected-Modular-45 table”. On top of those tables watches were displayed, so people can take a look and try them on. Furthermore, the tables were provided with mounts for the watches and iPads to control the Android-Wear functions of the watches.

“That was demanding work in the shortest possible time", explains Maren Vey. “The TAG-Heuer-Connected-Modular-45 tables were backlit and had milled designs at the metal edges. The table tops were coated with grey leather - everything in high quality, due to the fact, that the client attached great importance to quality and reusability of the objects that were made by us. On top of that, the watch holders were built in such a way that the watches were lockable from below and therefore theft-proof."

The specialists from satis&fy designed special acryl glass casings for the race suit and the helmet, which were provided to serve as an eye-catcher and documentation of the partnership between the luxury watchmaker and Red Bull Racing, next to the F1-Showcar.

“Given to the scarcity of time, it was important to us that someone took on the job, who was familiar with the matter, who could efficiently implement the customer's specifications and provide all the necessary services", Julia Riedinger, Marketing Coordinator at TAG Heuer in Germany, explains. “With satis&fy we have found a partner who isn’t only able to realize event architecture but is also at the front when it comes to special constructions”, Julia Riedlinger replies.

As a One-Stop-Solution, satis&fy also offers their clients the possibility to store particular special constructions for reuse like in this case the portals, the TAG-Heuer-Connected-Modular-45 tables and the acryl glass casings in satis&fy’s own halls.

Photos: Marc Baitz


The Swiss brand TAG Heuer is the avant-garde of the Swiss watchmaker art since 1860. Since the foundation of the business, TAG Heuer pushes the limits of the watch development for everyone who likes to break conventions. At a very early stage, TAG Heuer used their technical know-how in the first instance for very precise time measurement, particularly trough the development of remarkable chronographs. Under the direction of Jean-Claude Biver, CEO of TAG Heuer and president of the LVMH watch division, the new models (including the Smartwatch) are evidence of a new dynamic: faster lead times and development processes to adapt continuously to the current market requirements as well as a completely new designed environment. Right now, TAG Heuer is the only watch brand that succeeds to communicate in four different worlds: art, lifestyle, sports and tradition. Our partnerships in soccer (with the Premier League, the German Bundesliga, the Major Soccer League in the USA, the Chinese soccer league, the Japanese Premier League, the Australian men’s soccer national team, the Asian Cup), in motor sports (with the Formel 1 Red Bull Racing Team, the Monaco Grand Prix, the FIA Formel E, the Indy 500 in Indianapolis and legendary races like the Pike Peaks and the Carrera Panamericana), in cycling (with the professional BMC Racing Team, the Tours of California, Dubai and Abu Dhabi, the Giro d’Italia) and in surfing (with the World Surf League and the Big Wave Tour) as well as our ambassadors (the living soccer legend Christiano Ronaldo, the It-Girls and trend-setters Cara Delevingne and Bella Hadid, the icons of electronic music David Guetta and Martin Garrix, the American Quarterback star Tom Brady and the Australian actor Chris Hemsworth do all reflect the core values of the brand: the enthusiasm for new challenges, ambition and team spirit, which always motivated TAG Heuer to break with traditions of the watch making. Our slogan #DontCrackUnderPressure is far more than a statement: It is a philosophy. TAG Heuer is an organization of the LVMH concern. More information can be found here:



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