Celebrating Ayrton Senna, the Swiss watchmaker unveils two special editions that represent the precision, speed, and legacy of both the watchmaker and the legend.
Continuing its homage to one of Formula 1’s most legendary champions, TAG Heuer proudly unveils two new limited-timepieces celebrating the enduring legacy of Ayrton Senna. Launched during the São Paulo Grand Prix, these TAG Heuer Formula 1 Chronograph x Senna models write the next chapter in the brand’s historic collaboration with the Senna Brand. Since the first Senna special edition in 1994, the partnership has given life to a series of bold chronographs: from vivid quartz models to a spectacular TAG Heuer Carrera Tourbillon Extreme Sport x Senna, each reflecting a different facet of the driver’s spirit.
Thank you for reading this post, don't forget to subscribe!This year, the collaboration reaches new heights with two creations that continue this tradition of innovation and tribute. Both watches reflect different facets of Senna’s character: one technical, modern, and daring, the other rooted in classic performance and remarkable style, united under TAG Heuer’s powerful 2025 “Designed to Win” campaign.
A Partnership Written in Watchmaking and Racing History
The connection between TAG Heuer and Ayrton Senna began in 1988, at the very height of the driver’s dominance in Formula 1®. That same year, Senna became World Champion for the first time, marking the start of a new era in motorsport. For TAG Heuer, aligning with the Brazilian icon was more than a sponsorship – it was the beginning of one of the most meaningful ambassador relationships in the watch industry.
Senna officially joined TAG Heuer as an ambassador in 1993 for the 1994 season, choosing the TAG Heuer S/EL chronograph as his watch of choice. With its distinctive S-shaped bracelet and strong ties to racing, the model became forever associated with his name. Over the years, this collaboration has extended beyond the track, transforming into a celebration to Senna’s fearless spirit and uncompromising pursuit of excellence.
But Senna’s legacy, like TAG Heuer’s, is not confined to records or victories. Beyond the racetrack, the partnership has taken on a deeper mission: to create lasting social impact. Through special-edition timepieces, TAG Heuer has proudly supported the Instituto Ayrton Senna, an organization founded by the driver’s family. Since its inception, the institute has helped transform the lives of millions of children and young people across Brazil, providing access to education and opportunities for a brighter future.
Over thirty years after his passing, Senna’s influence still resonates in motorsport, in culture, and in the world of watchmaking.
“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 Bold Expression of Speed and Craftsmanship
Guided by Senna’s fearless spirit and relentless pursuit of excellence, the TAG Heuer Formula 1 Chronograph x Senna 44mm pushes the partnership further with a dynamic new high-end expression powered by an automatic movement. Its design draws inspiration from Senna’s helmet and his Brazilian identity: a sunray-brushed black dial energized with vivid accents, a 6 o’clock subdial in the colors of the national flag, a 12 o’clock 30-minute chronograph counter with yellow lacquered hand, and a 9 o’clock running seconds counter with yellow “S” logo, while a yellow lacquered central seconds hand sweeps across the dial with powerful precision. New indexes inspired by Formula 1® livery geometry, along with skeletonized black lacquered hour and minute hands, enhance readability and style.
The 44mm case is crafted in lightweight titanium with black DLC coating, a nod to Senna’s fearless approach on the track. The forged carbon bezel, engraved with his recognizable “S” logo at 12 o’clock, highlights cutting- edge materials and engineering. Additional details include a yellow lacquered crown, a yellow ring between the case and bezel, and new shaped pushers at 2 and 4 o’clock, reflecting the watch’s bold technical design. The caseback displays an engraving of Senna’s piercing eyes behind the helmet, a poignant reminder of the man whose gaze captivated the world.
The watch is finished with a striking yellow rubber strap and comes in a custom deep blue packaging box with three stripes and an interior travel pouch reflecting the colors of the iconic Senna’s helmet.
The Timeless Elegance in Motorsport Heritage
The TAG Heuer Formula 1 Chronograph x Senna 43mm, powered by a robust quartz movement, reinterprets the iconic S/EL bracelet the driver wore throughout his career. A signature design from late 1980s that combined ergonomic comfort with sport elegance. Its fluid, interlocking steel links visually recall the style that defined Senna’s racing era.
The 43mm polished and brushed stainless steel case houses a black sunray-brushed dial accented by the same vibrant yellow and green tones from Senna’s Brazilian heritage. The dial features three counters: a 3 o’clock running seconds counter with white accents, a 6 o’clock 10-hour chronograph counter in Brazilian flag-inspired colors with a red lacquered hand, and a 9 o’clock 30-minute chronograph counter with yellow lacquered hand. Printed Arabic numeral indexes and skeletonized black gold-plated polished hour and minute hands, along with a yellow seconds hand, complete the dial’s modern, sporty look.
The black tachymeter bezel with aluminum insert is engraved with “SENNA” and the yellow “S” logo at 12 o’clock, while the DLC-coated crown at 3 o’clock and DLC-coated push-buttons at 2 and 4 o’clock enhance both durability and style. The special engraved steel caseback with an illustration of Senna reinforces the watch’s authenticity. The TAG Heuer Formula 1 Chronograph x Senna 43mm comes with a folding steel clasp with double safety push- buttons and is presented in a distinctive blue box with a yellow cushion and interior accents, including the yellow ‘S’ logo. Limited to 3,000 pieces, this model is both a radiant celebration of Senna’s life and a timeless collector’s item, offering enthusiasts a complete set of functions – hours, minutes, seconds, chronograph, date, and a secure entry point to the Senna line.
A Legacy that Lives On and Keep Inspiring New Generations
The collaboration between TAG Heuer and the Senna Brand remains the longest running ambassador partnership. This year marks a milestone in the relationship with Bianca Senna, CEO of the Senna Brand and Ayrton’s niece, actively shaping the creative direction of each special-edition model, to ensure every detail reflects Ayrton’s values and spirit. The two new timepieces represent a fusion of family, passion, and purpose in bold watchmaking.
The release also coincides with the recently launched “Designed to Win” campaign. Inspired by Senna’s famous 1990 quote – “I’m not designed to come second or third. I’m designed to win.” – the campaign defines TAG Heuer’s DNA: precision under pressure, resilience in the face of challenge, and an unyielding spirit.
“Continuing our collaboration with TAG Heuer through the Designed to Win campaign feels especially meaningful this year,” – says Bianca Senna, CEO of the Senna Brand. “Ayrton lived with determination, always pushing his limits forward, and purpose — values that continue to guide and inspire us to give our best in everything we do. These timepieces celebrate not only his victories, but the way he faced life — with focus, excellence, resilience, and passion.”
Together, TAG Heuer and the Senna Brand continue to honor Ayrton Senna’s extraordinary legacy, blending innovative watchmaking with the fearless spirit of one of Formula 1’s greatest champions. The new TAG Heuer Formula 1 x Senna timepieces serve as a lasting tribute, inspiring enthusiasts and future generations to embrace excellence, courage, and passion both on and off the track, just like Senna used to do.
TAG Heuer Formula 1 Chronograph x Senna 44mm
CBZ2081.FT8092
Functions
Hours, minutes, seconds, chronograph
Movement
Automatic chronograph – Calibre 16
Dial
Black sunray dial with black track running around the dial
Black flange with 60 second / minute scale
3 counters:
– 12 o’clock: black opalin 30-minute chronograph counter; yellow lacquered hand; yellow and white indexes
– 6 o’clock: blue, green, yellow lacquered 12-hour chronograph counter; black lacquered hand; yellow and white indexes
– 9 o’clock: black opalin permanent second indicator counter; black lacquered hand; yellow SENNA logo
Rhodium plated indexes with white Super-LumiNova® by day and green luminescence by night
Black lacquered hour and minute hands with white Super-LumiNova® by day and green luminescence by night
Yellow lacquered central hand
White TAG HEUER printed logo
3 o’clock date
White TAG HEUER printed logo FORMULA 1, AUTOMATIC printed in white
Case
44mm diameter
Black DLC grade-2 titanium sandblasted case with yellow joint below bezel
Carbon forged tachymeter fixed bezel with Senna marking
Flat sapphire crystal with anti-reflective treatment
Sandblasted black DLC grade-2 titanium screw-down crown at 3 o’clock with black DLC coating
Sandblasted black DLC grade-2 titanium shaped push-buttons with black DLC coating
Black DLC grade-2 titanium screw-down caseback Water resistance: 200 meters
Bracelet
Yellow rubber strap
Black DLC steel pin buckle; TAG Heuer engraving
Specific caseback engraving with close up of Senna’s face in helmet
Dimensions
Lug-to-lug: 47,3mm Thickness: 14,3mm
Availability
November 2025
TAG Heuer Formula 1 Chronograph x Senna 43mm
CAZ101AX.BA0637
Functions
Hours, minutes, seconds, chronograph
Movement
Quartz
Dial
Black sunray brushed dial
3 counters:
– 3 o’clock: black opalin permanent second indicator
– 6 o’clock: blue, green, yellow lacquered 1/10th second chronograph counter; red lacquered hand
– 9 o’clock: black opalin 30-minute chronograph counter; yellow lacquered hand, black gold-plated polished hour and minute hands with white Super-LumiNova® by day and green luminescence by night
Yellow lacquered central hand
White TAG HEUER printed logo
4 o’clock angled date
FORMULA 1 & SWISS MADE printed in white
Case
43mm diameter
Steel fine brushed, polished case
Aluminum black tachymeter fixed bezel; yellow SENNA logo
Flat sapphire crystal
Black DLC steel screw-down crown at 3 o’clock
Steel screw-down caseback with special engraving
Water resistance: 200 meters
Bracelet
Steel S/EL bracelet
Steel folding clasp with double safety system with pilot extension; TAG Heuer engraving
Dimensions
Lug-to-lug: 48,2mm Thickness: 12,4mm
Availability
November 2025
