TAG HEUER HONORS AYRTON SENNA WITH new collection

TAG Heuer celebrates the enduring legacy of Formula 1® legend Ayrton Senna with two new limited-edition timepieces launched during the São Paulo Grand Prix. These TAG Heuer Formula 1 Chronograph x Senna models embody the fearless drive, precision, and spirit that defined the racing icon and continue to inspire the Maison’s watchmaking excellence.
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.
 
“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 DARING EXPRESSION OF MOTORSPORT

An igniting novelty inspired by Senna’s helmet and Brazilian identity, the TAG Heuer Formula 1 Chronograph x Senna 44 mm  combines cutting-edge materials with precision craftsmanship. Its black sunray-brushed dial glows with yellow and green accents, while the 6 o’clock subdial reflects the colors of the Brazilian flag. The forged carbon bezel engraved with Senna’s “S” logo, titanium DLC-coated case, and striking yellow rubber strap together form a tribute to his daring spirit. The caseback carries an engraving of Senna’s intense gaze beneath the helmet, a vivid reminder of the focus and courage that made him legendary.
Each watch comes in a custom deep blue box with Senna’s signature colors and a travel pouch inspired by his iconic helmet.
 
AN ICONIC HOMAGE TO A LEGEND

Elegant yet sporty, the TAG Heuer Formula 1 Chronograph x Senna 43 mm, reinterprets the iconic S/EL bracelet that Senna famously wore throughout his career. Powered by a precise quartz chronograph movement, it brings together comfort, functionality, and design, featuring three counters accented in bold yellow, green, and red tones. The caseback reveals Senna’s piercing eyes behind the helmet as poignant reminder of the man whose gaze captivated the world. Limited to 3,000 pieces, it combines timeless elegance with racing energy, presented in a blue collector’s box with vivid yellow details. 
 
A LEGACY THAT LIVES ON
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For more than three decades, TAG Heuer and the Senna Brand have shared a commitment to performance, innovation, and purpose. Beyond the racetrack, this partnership proudly supports the Instituto Ayrton Senna, which continues to impact millions of young lives through education.
 
“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.”
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