• TAG Heuer has launched two new chronographs inspired by Ayrton Senna, honouring his legacy.
• The 44mm Formula 1 Chronograph includes design elements inspired by Senna’s helmet and Brazilian heritage, with subtle flag details on the dial.
• This 44mm model runs on an automatic Calibre 16 movement and is priced at USD $5,900.
• The 43mm version features the classic steel S/EL-style bracelet, a signature during Senna’s career.
• The 43mm model uses a quartz movement and is priced at USD $2,880.
• Both models are part of the “Designed to Win” campaign, highlighting TAG Heuer’s strong ties to Formula One and Senna’s racing spirit.

Few names in motorsport are as important as Ayrton Senna, and more than 30 years after his death, his influence remains strong in the sport and beyond. From popular documentaries to a recent Netflix series, Senna’s story continues to resonate with fans, underscoring why he is one of Formula One’s most respected figures. For TAG Heuer, that bond goes even further, starting in 1988—the year Senna won his first World Championship—and growing into an official partnership in 1993 that lasts today.

This new release continues that long relationship, with TAG Heuer launching two new watches that show both the brand’s racing history and Senna’s lasting influence on the sport. It’s more than just a tribute; it’s part of a story that’s been connected to the brand for decades, expressed through design details and modern watchmaking that keep his legacy alive today.

The connection between TAG Heuer and Formula One started in the early ’90s, when the brand became the official timekeeper. This soon led to a closer relationship with Ayrton Senna. By 1993, they had formed a formal partnership that quickly became one of the most well-known collaborations between a watchmaker and a driver. During the 1994 season, Senna was often seen wearing the TAG Heuer S/EL Chronograph, a watch that has remained closely connected to his legacy.

That connection has always been more than just racing, with TAG Heuer continuing to support the Instituto Ayrton Senna, helping create real chances for children and families across Brazil. This adds a deeper meaning to the partnership. At the same time, the link between watchmaking and Formula One feels very natural, as both focus on precision, timing, and performance, where even the smallest difference matters. They also share a strong visual style, with race cars and watches designed not just to work well, but to stand out with confidence.

TAG Heuer’s partnership with the Senna name is still going strong, guided by Bianca Senna to keep the legacy alive with every new release. This collaboration isn’t recent or temporary—it began in 1994 with the first Senna edition. Since then, each model has found its own way to celebrate what made Ayrton Senna such an important figure in racing.

This year, the TAG Heuer Formula 1 Chronograph x Senna 44mm takes center stage. It focuses on the racing heritage while offering a striking look. The watch uses an automatic movement and features personal design touches, like nods to Senna’s famous helmet and details inspired by his Brazilian roots, including a subdial with the national flag’s colours.

The theme carries through the watch, with yellow accents on the dial and rubber strap adding energy without taking over the design. The well-known Senna “S” logo appears on the running seconds counter and the carbon-forged tachymeter bezel. These small details give the watch its character and connect it to Senna without going too far.

Next to it is the TAG Heuer Formula 1 Chronograph x Senna 43mm, which goes in a different direction by bringing back the steel S/EL-style bracelet that Senna wore during his career. This model uses a quartz movement instead of an automatic, making it simple and reliable while still looking bold.

The Brazilian influence is clear here too, with the dial again showing the national colours for a look that is bold but balanced, sporty yet refined. Details like the yellow Senna logo on the bezel and the engraved caseback add the finishing touches, making the watch feel complete and its own.

There’s more to these watches than just how they look and work, and you can sense it in how TAG Heuer keeps strengthening its link with the Senna name. These new chronographs are part of the brand’s bigger “Designed to Win” campaign, which fits perfectly when you think about Ayrton Senna’s mindset—focused, determined, and always striving for more.

“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,” said Bianca Senna. “These timepieces celebrate not only his victories, but the way he faced life — with focus, excellence, resilience, and passion.”

That same feeling is part of the release, with the watches coming out on 4 November, available online and at chosen stores, giving fans and collectors a chance to own something tied to a story that still matters today.

TAG Heuer Formula 1 Chronograph x Senna 44mm

• Brand: TAG Heuer
• Model: Formula 1 Chronograph x Senna
• Reference: CBZ2081.FT8092
• Diameter: 44 mm
• Thickness: 14.3 mm
• Material: Titanium coated with black DLC
• Dial: Black & Yellow – Sunray brushed
• Movement: Calibre 16 Automatic
• Power Reserve: 56 Hours
• Water-Resistance: 20 Bar (200 metres, 656 feet)
• Price: USD $5,900

View Formula 1 Chronograph x Senna 44mm

TAG Heuer Formula 1 Chronograph x Senna 43mm

• Brand: TAG Heuer
• Model: Formula 1 Chronograph x Senna
• Reference: CAZ101AX.BA0637
• Diameter: 43mm
• Thickness: 12.4mm
• Material: Steel Fine-brushed/polished
• Dial: Black – Sunray brushed
• Movement: Quartz Chronograph
• Power Reserve: N/A
• Water-Resistance: 20 Bar (200 metres, 656 feet)
• Price: USD $2,880

View Formula 1 Chronograph x Senna 43mm