TAG Heuer Formula 1 Chronograph x Senna

TAG Heuer is continuing its long-running partnership with the Senna Brand, introducing two new Formula 1 Chronograph models that celebrate the legacy of Ayrton Senna. These timepieces, launched during the São Paulo Grand Prix, are part of the brand's 2025 "Designed to Win" campaign and represent two different aspects of the Senna legacy: one a modern, technical automatic piece, and the other a quartz-powered model that recalls classic design elements. This release deepens a collaboration that first began in 1994, consistently producing chronographs that reflect the speed and spirit of the legendary driver.



The two new editions are designed to appeal to different facets of Senna's character and watch enthusiasm. One model is a bold, high-end automatic chronograph with a 44mm case, while the other is a 43mm quartz model that pays direct homage to the classic watch Senna himself wore. Both timepieces are united by the brand's new campaign, which takes its name from a famous Senna quote, and they continue a tradition of celebrating one of Formula 1's most revered figures.



The relationship between TAG Heuer and Ayrton Senna officially began in 1993 for the 1994 season, but the connection was established back in 1988, during the peak of Senna's dominance in Formula 1. For TAG Heuer, a brand with deep roots in motorsport timing, aligning with the Brazilian icon was a natural fit. Senna became one of the watch industry's most significant ambassadors, choosing the TAG Heuer S/EL chronograph as his personal watch. That specific model, with its unique S-shaped bracelet links, became inextricably linked to his image.



TAG Heuer's history in motorsport timing, however, stretches back long before the Senna partnership. Founded in 1860 by Edouard Heuer, the company established itself as a leader in precision chronographs. It patented the oscillating pinion in 1887, a component still used in many mechanical chronographs today. In 1916, it introduced the Mikrograph, the first stopwatch capable of measuring 1/100th of a second, cementing its status as the go-to timer for competitive events. This legacy of precision is what made the brand a fixture in the paddocks of Formula 1, long before it became a major sponsor.



Ayrton Senna himself was more than just a successful driver; he was a figure of intense focus, passion, and uncompromising will. His driving style was a blend of raw speed and remarkable precision, especially in difficult conditions. Beyond the racetrack, he was a national hero in Brazil. This partnership, therefore, was never just about branding; it was about shared values of performance, resilience, and a relentless pursuit of excellence.



Over the years, the collaboration has evolved to encompass a deeper purpose. TAG Heuer has been a proud supporter of the Instituto Ayrton Senna, an organization founded by the driver's family after his passing. The institute is dedicated to providing quality education and opportunities to millions of children and young people across Brazil, turning the Senna legacy into a tangible force for social impact. This philanthropic angle adds a significant layer of meaning to the special-edition timepieces created in his name.



The latest releases are also linked to the new 2025 "Designed to Win" campaign. This new philosophy is directly inspired by a 1990 quote from Ayrton Senna: "I'm not designed to come second or third. I'm designed to win." This mentality, as the brand states, defines its own DNA of precision under pressure and a resilient spirit. It’s a fitting theme for a collection honoring a man who personified that very idea.



Bianca Senna, CEO of the Senna Brand and Ayrton's niece, has been actively involved in the creative direction of these new models. This family involvement ensures that each detail aligns with Ayrton's values and spirit. According to Bianca Senna, the "Designed to Win" campaign is particularly meaningful, as it celebrates not just her uncle's victories, but his determined and passionate approach to life—values she hopes will continue to inspire new generations.



The first of the new models is the TAG Heuer Formula 1 Chronograph x Senna 44mm (Ref. CBZ2081.FT8092). This is the more high-end, modern expression of the partnership, powered by the automatic Calibre 16 movement. Its design is immediately striking, drawing inspiration from Senna's iconic helmet and his Brazilian heritage. The 44mm case is crafted from lightweight, sandblasted Grade-2 titanium and finished with a black DLC coating, giving it a stealthy, scratch-resistant, and purposeful look suited for motorsport.



This automatic model features a fixed bezel made of forged carbon, a high-tech material with a unique marbled, layered appearance that means no two bezels are exactly alike. The bezel is engraved with a tachymeter scale and features the recognizable double "S" Senna logo at the 12 o'clock position, filled in yellow. Further yellow accents include a lacquered ring on the crown and a visible yellow joint between the case and the bezel, adding a sharp, technical pop of color against the black case. The chronograph pushers at 2 and 4 o'clock have a new, distinct shape, enhancing the watch's technical design.



The dial of the 44mm automatic is a black sunray-brushed surface, which will catch the light dynamically. It is energized with vivid yellow accents throughout. The 12 o'clock subdial is a 30-minute chronograph counter with a yellow lacquered hand. The 9 o'clock subdial is the running seconds indicator, featuring a bold yellow "S" logo. The central seconds hand for the chronograph is also finished in bright yellow for high-contrast readability.



The most prominent tribute on the dial is the 6 o'clock 12-hour chronograph counter. This subdial is lacquered in the colors of the Brazilian flag—blue, green, and yellow—serving as a direct nod to Senna's homeland. The watch features new hour markers inspired by Formula 1 livery geometry, which are rectangular and applied, filled with white Super-LumiNova for low-light visibility. The hour and minute hands are skeletonized, black-plated, and also feature Super-LumiNova.



Powering this watch is the Calibre 16, a well-regarded automatic chronograph movement known for its reliability and robust performance. The case is water-resistant to 200 meters, making it a capable sports watch. The caseback is a solid, screw-down piece of black DLC-coated titanium. It features a special engraving of Ayrton Senna's piercing eyes as seen through his helmet visor, a personal and poignant reminder of the man himself.



This 44mm model is completed with a striking yellow rubber strap that matches the dial accents perfectly. This strap reinforces the watch's bold, modern, and sporty character. It is secured with a black DLC-coated steel pin buckle, engraved with the TAG Heuer shield. The watch is presented in a custom deep blue packaging box, which features three stripes and an interior travel pouch that reflect the colors of Senna's famous helmet.



The second new timepiece is the TAG Heuer Formula 1 Chronograph x Senna 43mm (Ref. CAZ101AX.BA0637). This model is powered by a robust quartz movement and is designed to celebrate Senna's motorsport heritage, specifically by reinterpreting the iconic S/EL bracelet that the driver famously wore. This S-shaped bracelet was a signature design of the late 1980s, known for its fluid, interlocking links and ergonomic comfort, and it became synonymous with Senna.



The 43mm case of this model is crafted from stainless steel, with a mix of fine-brushed and polished surfaces that give it a more classic, bright metallic look compared to its automatic counterpart. The fixed tachymeter bezel features a black aluminum insert, which is engraved with "SENNA" and the yellow "S" logo at 12 o'clock. In a sharp two-tone contrast, the screw-down crown at 3 o'clock and the chronograph pushers at 2 and 4 o'clock are all coated in black DLC.



Like the automatic version, this 43mm quartz model has a black sunray-brushed dial with vibrant yellow and green accents. The dial layout is slightly different to accommodate the quartz movement's functions. The 3 o'clock subdial is the permanent running seconds indicator. The 9 o'clock subdial is the 30-minute chronograph counter, accented with a yellow lacquered hand. The central chronograph seconds hand is also finished in yellow.



The 6 o'clock subdial on the quartz model is a 1/10th of a second chronograph counter, and it carries the Brazilian flag-inspired colors of blue, green, and yellow, paired with a red lacquered hand. Instead of applied indexes, this dial features printed Arabic numerals, enhancing its sporty, tool-watch aesthetic. The hour and minute hands are black gold-plated, polished, and filled with white Super-LumiNova. A practical, angled date window is positioned at 4 o'clock.



This 43mm model is powered by a Swiss-made quartz movement, which offers high precision, reliability, and allows for the 1/10th of a second chronograph function. This movement also makes the watch a more accessible entry point into the Senna collection. The case is also water-resistant to 200 meters and features a flat sapphire crystal for durability.



The defining feature of this model is its steel S/EL bracelet. The fluid, S-shaped links are instantly recognizable and provide a direct connection to the watch Ayrton Senna wore. It's a comfortable and strong design, secured with a steel folding clasp that has a double safety system and a pilot extension. The steel screw-down caseback on this model is specially engraved with an illustration of Senna's helmet in profile, along with the "S" logo.



This 43mm quartz model is a special edition, limited to 3,000 pieces, a detail that will surely appeal to collectors. It comes presented in a distinctive blue box with a yellow cushion and interior accents, including the yellow "S" logo. Together, these two watches offer distinct ways to honor the Senna legacy, blending innovative, modern materials with nostalgic design cues from one of racing's greatest champions.



Both timepieces are available through TAG Heuer boutiques, select retail partners, and the brand's e-commerce website. The TAG Heuer Formula 1 Chronograph x Senna 44mm automatic model (CBZ2081.FT8092) is priced at $5,850. The TAG Heuer Formula 1 Chronograph x Senna 43mm quartz model (CAZ101AX.BA0637) is priced at $2,700, with availability beginning in November 2025.



Formula 1 Chronograph x Senna Automatic



Case: 44mm diameter, Black DLC grade-2 titanium sandblasted case. Carbon forged tachymeter fixed bezel with Senna marking. Flat sapphire crystal. Sandblasted black DLC grade-2 titanium screw-down crown and shaped push-buttons. Black DLC grade-2 titanium screw-down caseback. Water resistance: 200 meters. Lug-to-lug: 47.3mm, Thickness: 14.3mm.

Movement: Automatic chronograph - Calibre 16. Functions: Hours, minutes, seconds, chronograph, date.

Dial: Black sunray dial. 3 counters: 12 o'clock 30-minute chronograph (yellow hand), 6 o'clock 12-hour chronograph (blue, green, yellow lacquered), 9 o'clock permanent second (yellow SENNA logo). Rhodium plated indexes and black lacquered hands with white Super-LumiNova. Yellow lacquered central hand. Date at 3 o'clock.

Strap: Yellow rubber strap. Black DLC steel pin buckle.

Price: $5,850

Reference Number: CBZ2081.FT8092

Notes: Features a forged carbon bezel and a caseback engraving of Senna's face in his helmet. The 6 o'clock subdial is lacquered in the colors of the Brazilian flag.





Formula 1 Chronograph x Senna Quartz



Case: 43mm diameter, Steel fine brushed, polished case. Aluminum black tachymeter fixed bezel with yellow SENNA logo. Flat sapphire crystal. Black DLC steel screw-down crown. Steel screw-down caseback with special engraving. Water resistance: 200 meters. Lug-to-lug: 48.2mm, Thickness: 12.4mm.

Movement: Quartz. Functions: Hours, minutes, seconds, chronograph, date.

Dial: Black sunray brushed dial. 3 counters: 3 o'clock permanent second, 6 o'clock 1/10th second chronograph (blue, green, yellow lacquered, red hand), 9 o'clock 30-minute chronograph (yellow hand). Black gold-plated polished hands with white Super-LumiNova. Yellow lacquered central hand. Angled date at 4 o'clock.

Strap: Steel S/EL bracelet. Steel folding clasp with double safety system and pilot extension.

Price: $2,700

Reference Number: CAZ101AX.BA0637

Notes: Limited to 3,000 pieces. Reinterprets the iconic S/EL bracelet worn by Ayrton Senna. The 6 o'clock subdial features the colors of the Brazilian flag.