Few drivers embody the ideals of Formula 1 – precision, passion and performance – as perfectly as Ayrton Senna. TAG Heuer has launched two new editions of its Formula 1 Chronograph x Senna in time for the São Paulo Grand Prix this coming weekend. The new models mark the latest chapter in a partnership that began at the height of the driver’s dominance of the sport in 1988.
The new TAG Heuer Formula 1 Chronograph x Senna 44mm automatic chronograph (£4,950) in black DLC titanium.
The first is an automatic chronograph that uses cutting-edge materials and vivid design. It draws inspiration from Senna’s helmet and the Brazilian flag. We find yellow and green in the subdial at 6 o’clock, a bright accent on the black sunray-brushed dial. The 44mm case is made from grade-2 titanium, sandblasted and coated in black DLC. The name of the pilot can be read on the carbon-forged tachymeter fixed bezel. A bright yellow rubber strap completes the athletic, modern and bold look.
Left, the original TAG Heuer S/el, Ref. S25.706C with its distinctive lugs and right, on the wrist of Ayrton Senna.
The second release is an elegant 43mm quartz model that reimagines the S/EL bracelet, an integrated chain of interlocking steel links that Senna made famous with his watch. The black dial – enriched with Brazilian-flag colour chronograph counters and the signature “S” emblem – is a homage to Senna’s motorsport heritage. On the caseback, a portrait of his eyes through the helmet’s open visor is engraved in detail. Limited to 3,000 pieces, this watch would be highly covetable for die-hard fans of the iconic pilot.
The new TAG Heuer Formula 1 Chronograph x Senna 43mm (£2,300) with the S/EL bracelet and caseback with the driver’s eyes through the open visor.
TAG Heuer Formula 1 Chronograph x Senna 43mm (£2,300) with S/EL bracelet and caseback showing the driver’s eyes through the open visor.
Senna’s partnership with Tag Heuer has become one of the most meaningful ambassador stories in watchmaking. Beyond the glamour of the paddock, TAG Heuer continues to support the Instituto Ayrton Senna, the foundation transforming the lives of millions of children across Brazil through education. It’s a legacy of purpose for TAG Heuer: precision on the wrist, compassion in action. Bianca Senna, CEO of the Senna Brand, explained: “Ayrton lived with determination, always pushing his limits forward.” That drive defines TAG Heuer’s 2025 campaign, “Designed to Win”, an apt reflection of Senna’s belief that he was never meant for second place.
For Antoine Pin, CEO of TAG Heuer, “Ayrton Senna was not only an extraordinary driver, but a symbol. This new collection with daring design and mechanical mastery, show how Senna’s spirit continues to inspire us.”
Author: Andrew Hildreth
Other sport watches recently reviewed by I-M Inquisitive Minds include the Bell & Ross BR-X3 Night Vision, the new Omega Speedmaster Dark Side of the Moon and the Nomos Glashütte Club Sport Neomatik Worldtimer Night Navigation.
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