Pioneering Time

1994

New Basel booth

TAG Heuer unveiled a daring new exhibition booth at Baselworld 1994. Created by Italian architect Ottavio di Blasi, the arch-shaped stand, the first building in the world with a carbon fiber structure, reflected not only the brand's commitment to avant-garde design and aesthetics, but also many of its key values, including balancing modernity with tradition, and tension with force.