TAG Heuer Honors Ayrton Senna With Two Striking Formula 1 Chronographs

Celebrating the Spirit of a Champion

TAG Heuer is once again paying tribute to one of Formula 1’s greatest icons, unveiling two new limited-edition chronographs in honor of Ayrton Senna. Introduced during this week’s São Paulo Grand Prix, the new TAG Heuer Formula 1 Chronograph x Senna models celebrate the precision, speed, and determination that defined both the legendary driver and the Swiss watchmaker.

Since their first Senna special edition in 1994, TAG Heuer’s collaboration with the Senna Brand has produced a bold collection of watches, everything from vivid quartz models to the Carrera Tourbillon Extreme Sport x Senna. Each design captures a different side of the late champion’s relentless drive and pursuit of excellence.

“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 Bold Expression of Speed and Craftsmanship

The first of the two models, the TAG Heuer Formula 1 Chronograph x Senna 44mm, is a high-performance automatic chronograph that channels Senna’s fearless energy. Its sunray-brushed black dial features vivid yellow and green accents inspired by the Brazilian flag, while the 6 o’clock subdial mirrors the colors of Senna’s helmet.

Encased in lightweight black DLC-coated titanium and paired with a forged carbon bezel that is engraved with Senna’s iconic “S” logo, the design speaks to speed and innovation. The caseback is engraved with a detailed image of Senna’s eyes behind his helmet—an enduring symbol of focus and determination.

This 44mm edition comes on a striking yellow rubber strap and is presented in a custom blue box that mirrors the colors of Senna’s helmet. The watch is powered by TAG Heuer’s Calibre 16 automatic movement and retails for $5,850, available in November 2025.

The Timeless Elegance of Motorsport Heritage

For those drawn to classic motorsport aesthetics, the TAG Heuer Formula 1 Chronograph x Senna 43mm delivers a sophisticated quartz-driven experience. This model revives the S/EL bracelet, the very same design Senna wore throughout his career, blending ergonomic comfort with a timeless racing look.

The black sunray-brushed dial includes three chronograph counters, accented by red, yellow, and green tones that nod to Senna’s Brazilian roots. A black tachymeter bezel engraved with “SENNA” and the signature “S” logo enhances the sporty appeal.

Limited to 3,000 pieces, this stainless-steel chronograph is water-resistant to 200 meters and priced at $2,700. It arrives in distinctive blue packaging with yellow details to complete the Senna aesthetic.

A Legacy That Lives On

The connection between TAG Heuer and Ayrton Senna stretches back to 1988, the year Senna won his first World Championship. What began as a sponsorship evolved into one of the watch industry’s most enduring partnerships. Beyond motorsport, the collaboration continues to support the Instituto Ayrton Senna, which helps millions of children in Brazil gain access to education and opportunities for a brighter future.

This enduring legacy is now being guided by Bianca Senna, CEO of the Senna Brand and Ayrton’s niece, who ensures each special-edition model reflects his core values.

“Continuing our collaboration with TAG Heuer through the Designed to Win campaign feels especially meaningful this year,” said Bianca Senna. “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.”

The Designed to Win campaign takes inspiration from Senna’s iconic quote, “I’m not designed to come second or third. I’m designed to win.” These words define TAG Heuer’s spirit today, precision under pressure and resilience in every challenge.

Final Lap

The TAG Heuer Formula 1 Chronograph x Senna editions capture the essence of speed, style, and legacy. With their bold designs and fine craftsmanship, these watches embody the spirit of a true champion and serve as lasting tributes to one of Formula 1’s greatest legends.

Needless to say, if you’re an F1/Senna fan, you should definitely check out these timepieces.