Two striking new timepieces celebrate the enduring legacy of Ayrton Senna, one with a quartz movement and the other with a mechanical self-winding movement. What began in 1988, at the height of Brazilian driver dominance in Formula 1, evolved into one of the most meaningful ambassador relationships in watchmaking history if you are a racing fan. Now, more than three decades after Senna's passing, TAG Heuer honors his memory with two compelling new additions to the Formula 1 Chronograph family.

A Partnership Written in Racing History

The connection began in 1988, the year Senna clinched his first World Championship title. When Senna officially joined TAG Heuer as an ambassador in 1993, choosing the S/EL chronograph with its distinctive S-shaped bracelet as his watch of choice for the 1994 season, a legend was born. Through special-edition timepieces over the years, TAG Heuer has proudly supported the Instituto Ayrton Senna, an organization that has transformed the lives of millions of children across Brazil. Over thirty years after his passing, Senna's influence still resonates.

The release coincides with TAG Heuer's "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."

Photo Above: Ayrton Senna from Instituto Ayrton Senna —Senna.org.br

Launched during the São Paulo Grand Prix, these timepieces represent the next chapter in collaboration with the Senna Brand, under the guidance of Bianca Senna, Ayrton's niece. Both watches arrive as part of TAG Heuer's 2025 "Designed to Win" campaign—a philosophy defining the brand's DNA: precision under pressure, resilience, and an unyielding spirit.

The first is technical and daring—the 44 mm automatic chronograph. The second reinterprets the iconic S/EL bracelet Senna wore throughout his career—the 43 mm quartz chronograph.

As Antoine Pin, CEO of TAG Heuer, explains:

"Ayrton Senna was not only an extraordinary driver but a symbol of precision, performance, and passion. This new collection captures those qualities with daring design and mechanical mastery."

Together, TAG Heuer and the Senna Brand continue to honor Ayrton Senna's extraordinary legacy, inspiring enthusiasts and future generations to embrace excellence both on and off the track.

Both models will be available at select TAG Heuer boutiques and authorized retailers worldwide.

TAG Heuer Formula 1 Chronograph Senna Automatic

The TAG Heuer Formula 1 Chronograph Senna reference: CBZ2081.FT8092 is a 44 mm model that pushes the partnership further with a dynamic high-end expression powered by the TAG Heuer Calibre 16 automatic chronograph movement. Its design draws inspiration from Senna's helmet and Brazilian identity: a sunray-brushed black dial energized with vivid yellow accents, a 6 o'clock subdial in Brazilian flag-inspired colors just like Senna’s helmet, a 9 o'clock running seconds counter bearing Senna's iconic "S" logo, and a date aperture at 3. The 44 mm case is crafted from lightweight, sandblasted Grade 2 titanium with a black DLC coating.

The carbon-forged tachymeter bezel is engraved with his unmistakable yellow ‘S’ logo and ‘SENNA’ in white. Additional details include a yellow lacquered crown and newly-shaped rectangular pushers at 2 and 4 o'clock. The watch features rhodium-plated indexes with SuperLumiNova—green emitting—, along with black lacquered hour and minute hands. A yellow lacquered central hand sweeps across the dial with powerful precision.

The case back displays an engraving of Senna's piercing eyes behind the helmet—a poignant reminder of the man whose gaze captivated the world.

Finished with a striking yellow rubber strap and a black DLC Titanium pin buckle, the watch is delivered in custom deep blue packaging featuring three stripes and an interior pouch that reflects Senna's helmet colors. Water-resistant to 200 meters, the watch is limited to 3,000 pieces.

Sticker Price CHF 5,550—approx USD 6,900.

The TAG Heuer Formula 1 Chronograph Senna Quartz

The TAG Heuer Formula 1 Chronograph Senna 43 mm quartz ref. CAZ101AX.BA0637 model reinterprets the iconic S/EL bracelet from the late 1980s—fluid, interlocking steel links that defined Senna's racing era. The 43 mm polished and brushed stainless steel case houses a black sunray-brushed dial accented by vibrant yellow and green tones from Senna's Brazilian heritage and his iconic helmet.

The dial features three counters: a 3 o'clock running seconds indicator, a 6 o'clock 1/10th second chronograph counter in Brazilian flag colors with a red lacquered hand, and a 9 o'clock 30-minute chronograph counter with a yellow lacquered hand.

An aluminum black tachymeter bezel with a yellow engraved ‘SENNA’ and the ‘S’ Senna logo at 12 o'clock enhances the design. The steel S/EL bracelet features a folding clasp with a double safety system and TAG Heuer engraving. It is water—resistant to 200 meters and features a 4 o'clock date display. The crown and pushers are DLC-coated, and the Start/Stop pusher features a yellow outline.