Press Release

Sirona receives "red dot" design award 07/20/2012

The new SINIUS treatment center from Sirona was presented with the prestigious award at the red dot gala in Essen. More than 1,200 international guests were represented in the Aalto Theater.

Bensheim/Salzburg, 20 July 2012. The SINIUS treatment center from Sirona is ranked as one of the 60 best design objects of 2012. This was decided by the jury of the red dot design award. At the red dot gala in Essen (Germany) at the start of July, representatives of Sirona and the design agency Puls Produktdesign accepted the "red dot trophy" for the Sirona product. Puls created the design for SINIUS. Together with another 59 "best of the best," the treatment center prevailed over more than 4,500 products with the seal of winner ‒ the red dot.

"We are proud that the jury has placed SINIUS on the same level of impressive creations from other industries," said Susanne Schmidinger, Head of Treatment Center Marketing at Sirona. "Many people invest time, creativity and energy into each individual product. When this is rewarded with such a distinguished prize at the end, it is always a great feeling."

The Sirona treatment centers have already won several accolades in past years. TENEO received the iF Gold Award for design; and the EasyTouch user interface, which is also part of SINIUS, was given the iF communication design award. The patient headrest MultiMotion was also presented with the iF product design award.

The international jury has now also honored SINIUS with the coveted "red dot award: product design 2012" for "high design quality." Not only do experts take notice of the outstanding design and high comfort: "We also receive feedback on SINIUS from our patients – I have not experienced this with any other treatment center. They notice that the patient chair is comfortable and comment on its modern appearance," says Dr. Gunther Landskröner from Bensheim, who has been using SINIUS since July 2011 and also belongs to the circle of testers.

In granting the red dot award for product design, the jury not only pays attention to the visual aspects but also appraises the products that are submitted in terms of a broader meaning of design with respect to functionality, ergonomics and durability. SINIUS has unique functions and characteristics, like intuitive handling using the EasyTouch touchscreen interface, the lift mechanism which gives the unit a modern and light appearance, and the integrated endodontics functions with a stored file library and ApexLocator. All the components of the treatment center are designed to optimize workflow and save time for the dentist. SINIUS combines optimal handling with maximum quality and comfort to provide the dentist and patient with clear added value.

SINIUS and the other approximately 1,300 products that received the red dot seal will be exhibited in the red dot design museum in Essen at the World Heritage site of the Zollverein Coal Mine Industrial Complex until July 29, 2012.

Images:

Foto: red dot design award

Fig. 1: Accepting the award for SINIUS at the red dot gala (from left to right): Philip Sorge (Puls), Szilard Varga (Sirona), Dieter Fornoff (Puls), Thomas Nack, Susanne Schmidinger (both Sirona), Andreas Ries, Hendrik Breitbach and Torsten Richter (all Puls).

For further information please contact:

Sirona Dental GmbH
Sirona Straße 1
A-5071 Wals bei Salzburg
Austria
P +43 (0) 662 / 2450-0
F +43 662 2450-109590
contact@sirona.com
www.sirona.com

About Sirona Dental Systems, Inc.

Sirona, the dental technology and innovation leader, has served dealers and dentists worldwide for more than 130 years. Sirona develops, manufactures, and markets a complete line of dental products, including CAD/CAM restoration systems (CEREC), digital intra-oral, panoramic and 3D imaging systems, dental treatment centers and handpieces. Visit www.sirona.com for more information about Sirona and its products.

This information and any attachment thereto contains forward-looking information about Sirona Dental Systems, Inc.'s financial results, guidance and estimates, business prospects, and products and services that involve substantial risks and uncertainties or other factors that may cause actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by such forward-looking statements. You can identify these statements by the use of words such as "may," "could," "estimate," "will," "believe," "anticipate," "think," "intend," "expect," "project," "plan," "target," "forecast", and similar words and expressions which identify forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Such statements are not guarantees of future performance and involve known and unknown risks and uncertainties, and other factors. Readers are cautioned not to place undue reliance on such statements, which speak only as of the date hereof. For a discussion of such risks, uncertainties and other matters that could cause actual results to differ materially, including risks relating to, among other factors, the market for dental product and services, pricing, future sales volume of the Company's products, the possibility of changing economic, market and competitive conditions, dependence on products, dependence on key personnel, technological developments, intense competition, market uncertainties, dependence on distributors, ability to manage growth, dependence on key suppliers, dependence on key members of management, government regulation, acquisitions and affiliations, readers are urged to carefully review and consider various disclosures made by the Company in its Annual Report on Form 10-K and in its reports on Forms 10-Q and 8-K filed with the U.S. Securities and Exchange Commission. The Company assumes no obligation to update any forward-looking statements contained in this document or the attachments to reflect new information or future events or developments after the date any such statement is made.