TAG Heuer Honours Ayrton Senna With A Pair Of Watches

TAG Heuer is honouring the legacy of Formula 1 legend Ayrton Senna with the launch of two new limited-edition timepieces, unveiled during the São Paulo Grand Prix. The TAG Heuer Formula 1 Chronograph x Senna models pay tribute to the Brazilian driver’s fearless spirit, precision, and passion – qualities that continue to inspire the Swiss Maison’s pursuit of excellence.

The release coincides with TAG Heuer’s latest campaign, “Designed to Win”, a concept drawn from Senna’s iconic 1990 quote: “I’m not designed to come second or third. I’m designed to win.” This philosophy perfectly encapsulates TAG Heuer’s ethos – precision under pressure, resilience in the face of challenge, and an unwavering commitment to performance.

“Ayrton Senna was not only an extraordinary driver, but a symbol of precision, performance, and passion,” said Antoine Pin, CEO of TAG Heuer. “This new collection captures those qualities with daring design and mechanical mastery. Senna’s spirit continues to inspire us.”

The TAG Heuer Formula 1 Chronograph x Senna 44 mm is a bold expression of motorsport design. Inspired by Senna’s helmet and Brazilian roots, the black sunray-brushed dial features vivid yellow and green accents, while the 6 o’clock sub-dial echoes the colours of the national flag.

A forged carbon bezel engraved with Senna’s “S” logo and a titanium DLC-coated case underscore its robust elegance. Completing the design, a yellow rubber strap and a caseback engraved with Senna’s intense gaze capture his legendary focus and determination.

The 43 mm Formula 1 Chronograph x Senna offers a refined, sport-luxury aesthetic. Powered by a high-precision quartz chronograph movement, it reinterprets the signature S/EL bracelet that Senna famously wore.

The dial features three counters accented in yellow, green and red tones, combining clarity with dynamic style. Limited to 3,000 pieces, each watch is presented in a blue collector’s box adorned with Senna’s signature colours.

For over three decades,TAG Heuer and the Senna Brand have shared a dedication to innovation, performance, and purpose. Their partnership continues to support the Instituto Ayrton Senna, which empowers millions of young people through education.

“These timepieces celebrate not only Ayrton’s victories, but the way he faced life – with focus, excellence, resilience, and passion,” said Bianca Senna, CEO of the Senna Brand. A timeless homage to a true champion, the new collection embodies TAG Heuer’s enduring motto.