TAG Heuer has unveiled two new chronographs dedicated to Ayrton Senna at the Brazilian Grand Prix - Tag Heuer x Senna. The 43mm and 44mm models offer a mix of retro design, modern materials and racing accents that will delight watch and Formula 1 enthusiasts. Prices start at 2,650 euros, but the question is whether they will make your day faster - or at least more stylish.
Imagine the year 1988: Ayrton Senna, the Brazilian driving wizard, wins Formula 1 while the clock ticks on his wrist TAG Heuer S/EL. Fast forward to 2025, and TAG Heuer is reviving this partnership with two new Formula 1 chronographs. It’s not just a watch – it’s a time machine that takes you back to the golden age of racing, with a bit of modern irony: today you can wear Senna on your wrist without having to drive 300 km/h. But hey, at least you’ll look like a winner. These are – Tag Heuer x Senna.
The history of the collaboration between TAG Heuer and Senna
TAG Heuer and Ayrton Senna first joined forces in 1988, when the Brazilian racer became the brand’s ambassador. Senna, a three-time world champion, often wore the S/EL model, which became iconic for its ergonomic design and precision. After his tragic death in 1994, TAG Heuer continued the tradition with special editions that honor his legacy. Today, more than 30 years later, the new models – Tag Heuer x Senna – are not only an homage, but also a reminder of how technology and sport still race together. As Senna would say: “If you can’t be fast, at least be precise.”
Model details: from quartz to automatic
The first Tag Heuer x Senna model is a 43mm quartz chronograph, limited to just 3,000 pieces. The stainless steel case with matching S-link bracelet is reminiscent of the original S/EL, while the black tachymeter bezel adds a racing touch. The black dial with yellow accents and a subdial in the colors of the Brazilian flag at 6 o'clock are a small homage to Senna's helmet. Water resistance to 200 meters, a date display and skeletonized hands ensure that the watch is not only beautiful, but also practical for everyday use.
The second Tag Heuer x Senna model, a 44mm model, is an open edition with an automatic Calibre 16 movement. The black DLC titanium case, forged carbon bezel and yellow rubber strap give it a more modern, lightweight look. The dial is similar, with yellow accents and a sub-dial in the colors of the flag, but here a 12-hour chronograph function is added. It’s as if TAG Heuer were saying, “If you want Senna, just a little more power under the hood.” Both models feature an engraving of Senna’s helmet on the back and come in special packaging inspired by his colors.
Prices and availability: how much for a piece of history?
The 43mm limited edition model costs €2,650 ($2,700), while the 44mm is available for €5,750 ($5,850). Both are available through the official TAG Heuer website, with exclusive early access online until November 7. If you're a collector, hurry up with the limited edition – 3,000 pieces will sell out faster than Senna on a wet track.
Why buy: A mix of nostalgia and technology
In a world where smartwatches count steps, these chronographs count seconds – precisely, like on a race track. They’re not just watches, they’re a piece of racing history wrapped in modern technology. If you’re a Formula 1 fan, this will be a conversation starter. And the irony? While Senna didn’t need a watch to be fast, you might need one to feel that way. Either way, TAG Heuer proves once again that time is money – and style is timeless.
