Elysium
Celebrating Ayrton Senna, TAG Heuer unveils two special TAG Heuer Formula 1 Chronograph x Senna editions that channel precision, speed, and a legacy that refuses to fade. Launched during the São Paulo Grand Prix, these timepieces don’t just remember a champion — they extend a partnership that has shaped modern watchmaking and motorsport culture for decades.
Since the very first Senna special edition in 1994, TAG Heuer has used bold chronographs to capture different facets of the Brazilian icon’s character: vivid quartz models, high-performance mechanical pieces, and even a Carrera Tourbillon Extreme Sport x Senna.
In 2025, the story evolves again with two creations that feel like pure Senna:
- one technical, modern, and daring,
- the other timeless, elegant, and rooted in motorsport heritage.
Both are united under TAG Heuer’s powerful philosophy: “Designed to Win.”
A Partnership Written in Racing and Watchmaking History
The connection between TAG Heuer and Ayrton Senna began in 1988, at the height of his rise in Formula 1®. That same year, Senna became World Champion for the first time, signalling the start of a new era in motorsport: ruthless speed, surgical precision, and an unshakable will to win.
For TAG Heuer, aligning with Senna was never just sponsorship. It was the beginning of one of the most meaningful ambassador relationships in the watch industry.
Senna officially joined TAG Heuer as an ambassador in 1993 for the 1994 season. His watch of choice: the TAG Heuer S/EL chronograph, with its distinctive S-shaped bracelet and strong ties to racing. That bracelet became an instant visual signature – when you saw it on his wrist, you knew exactly who it belonged to.
Over time, the collaboration moved far beyond the pit lane. It evolved into a tribute to Senna’s fearless spirit and uncompromising pursuit of excellence, on and off the track.
Beyond the Track: From Lap Records to Classrooms
Senna’s legacy with TAG Heuer isn’t confined to trophies. Together with the Senna family, the brand supports the Instituto Ayrton Senna, an organization that has helped transform the lives of millions of children and young people across Brazil.
Through educational projects and new opportunities, the institute keeps Senna’s values alive in classrooms rather than only in highlight reels.
More than thirty years after his passing, Ayrton Senna’s influence is still everywhere:
- on race circuits,
- In global culture,
- and now on the wrist through the new TAG Heuer Formula 1 x Senna timepieces.
As Antoine Pin, CEO of TAG Heuer, sums it up:
“Ayrton Senna was not only an extraordinary driver, but a symbol of precision, performance, and passion. This new collection captures those qualities with daring design and mechanical mastery. Senna’s spirit continues to inspire us.”
For the brand’s broader universe, TAG Heuer’s collections, heritage, and philosophy can be explored at tagheuer.com.
The Bold Expression of Speed and Craftsmanship: 44mm Automatic
The TAG Heuer Formula 1 Chronograph x Senna 44mm is the more radical of the two – a dynamic, high-end expression powered by an automatic movement and designed like a piece of modern racing technology for the wrist.
Its design draws directly from Senna’s helmet and Brazilian identity. The sunray-brushed black dial is energized with vivid accents and racing details:
- A 6 o’clock subdial in the colors of the Brazilian flag
- A 12 o’clock 30-minute chronograph counter with a yellow lacquered hand
- A 9 o’clock running seconds counter with the yellow “S” logo
- A yellow lacquered central chronograph seconds hand that slices across the dial like a qualifying lap
New Formula 1-inspired indexes give the watch a sharp, technical look, while skeletonized black lacquered hour and minute hands ensure legibility at a glance.
High-Tech Case and Racing Details
The 44mm case is crafted in lightweight titanium with a black DLC coating – a combination that reflects Senna’s fearless approach on the track: lighter, faster, more focused.
The forged carbon bezel, engraved with his iconic “S” logo at 12 o’clock, underlines the use of cutting-edge materials and engineering typically reserved for high-performance machines.
Every detail is tuned to the theme of speed and precision:
- A yellow lacquered crown
- A yellow ring between the case and bezel
- Newly shaped pushers at 2 and 4 o’clock, echoing racing controls
On the back, the caseback features an engraving of Senna’s piercing eyes behind his helmet – the intense gaze that defined an entire era of Formula 1®. It’s a subtle but powerful reminder that this is more than a collaboration; it’s a legacy carried forward.
The watch is completed by a striking yellow rubber strap, matched with custom deep blue packaging featuring three stripes and an interior travel pouch in the colors of Senna’s legendary helmet.
This 44mm automatic chronograph is the bold, mechanical statement piece of the 2025 Senna duo – engineered for those who want their watch to feel as serious as a race car.
Timeless Elegance in Motorsport Heritage: 43mm Quartz
If the 44mm model is the raw expression of modern performance, the TAG Heuer Formula 1 Chronograph x Senna 43mm is the timeless tribute to Senna’s signature style.
This watch reinterprets the iconic S/EL bracelet – the bracelet he wore throughout his career – and turns it into a contemporary steel chronograph that blends comfort, elegance, and racing attitude.
The 43mm polished and brushed stainless-steel case is purposeful yet versatile, ready for daily wear while still carrying the DNA of the track.
Inside, a sunray-brushed black dial sets the stage, accented by the vibrant yellow and green tones of Senna’s Brazilian heritage.
Dial Layout and Racing Functions
The dial is clean, sporty, and functional, with three well-balanced counters:
- A 3 o’clock running seconds counter with crisp white accents
- A 6 o’clock 10-hour chronograph counter in Brazilian flag-inspired colors with a red lacquered hand
- A 9 o’clock 30-minute chronograph counter with a yellow lacquered hand
Printed Arabic numerals give the dial an instrument-like feel, while skeletonized black gold-plated hour and minute hands and a yellow central seconds hand complete the modern motorsport aesthetic.
Bezel, Bracelet, and Limited Edition Appeal
On the outside, the watch is framed by a black tachymeter bezel with an aluminum insert, engraved “SENNA” and the yellow “S” logo at 12 o’clock.
A DLC-coated crown at 3 o’clock and DLC-coated pushers at 2 and 4 o’clock enhance durability and reinforce the stealth, performance-oriented look.
The engraved steel caseback includes an illustration of Senna, adding an extra layer of authenticity for collectors and fans.
The bracelet is the real emotional trigger for purists: an evolution of the S/EL design, with fluid, interlocking steel links that recall a late-1980s icon while feeling perfectly at home in 2025. A folding steel clasp with double safety push-buttons keeps everything secure on the wrist.
Limited to 3,000 pieces, the TAG Heuer Formula 1 Chronograph x Senna 43mm offers a full suite of functions – hours, minutes, seconds, chronograph, date – and a secure, accessible entry point into the world of Senna special editions.
It’s a radiant celebration of Ayrton Senna’s life and a collector’s watch designed to be worn, not hidden in a safe.
A Legacy That Lives On and Inspires New Generations
The collaboration between TAG Heuer and the Senna Brand is the longest-running ambassador partnership in the watch industry.
This year, the relationship steps into a new chapter with Bianca Senna, Ayrton’s niece and CEO of the Senna Brand, actively shaping the creative direction of each special edition. Her involvement ensures that every line, color, and detail reflects Ayrton’s values and spirit.
These two new timepieces are not just products. They are a fusion of family, passion, and purpose expressed through bold watchmaking.
The release aligns with TAG Heuer’s “Designed to Win” campaign, inspired by Senna’s famous quote from 1990:
“I’m not designed to come second or third. I’m designed to win.”
This line defines TAG Heuer’s DNA:
- precision under pressure,
- resilience in the face of challenge,
- and an unyielding will to push beyond limits.
As Bianca Senna explains, continuing the collaboration through “Designed to Win” feels especially meaningful because Ayrton lived with determination, constantly pushing his limits and acting with purpose.
These watches celebrate not only his victories, but the way he approached life: with focus, excellence, resilience, and passion.
To explore more about the man behind the legend, fans can visit the Official Ayrton Senna site, while the broader TAG Heuer universe is accessible through tagheuer.com.
Together, TAG Heuer and the Senna Brand continue to honor Ayrton Senna’s extraordinary legacy by blending innovative watchmaking with the fearless spirit of one of Formula 1’s greatest champions.
The new TAG Heuer Formula 1 x Senna timepieces serve as a lasting tribute, inspiring enthusiasts and future generations to embrace excellence, courage, and passion – on and off the track.
About TAG Heuer
TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a leading luxury watch brand and a key name within LVMH Moët Hennessy Louis Vuitton SE (LVMH), the world’s foremost luxury group.
Based in La Chaux-de-Fonds, Switzerland, with four production sites, TAG Heuer employs around 1,900 people and is active in 139 countries.
TAG Heuer timepieces are available:
- online at www.tagheuer.com (for select countries)
- in 260 boutiques
- and 2,300 points of sale worldwide.
The company is led by Antoine Pin, CEO of TAG Heuer.
For 165 years, TAG Heuer has embodied an avant-garde watchmaking spirit and a relentless commitment to innovation. Key milestones include:
- The oscillating pinion for mechanical stopwatches in 1887
- The Mikrograph in 1916
- The first automatic-winding chronograph movement, Calibre 11, was introduced in 1969
- The first luxury smartwatch in 2015
Today, the brand’s core collection revolves around two icons designed by Jack Heuer – TAG Heuer Carrera and Monaco – complemented by the Aquaracer, Formula 1, Link, and Connected lines. Guided by its “Designed to Win” philosophy, TAG Heuer continues to build on a legacy of bold innovation, resilience, and high performance. Its partnerships and ambassadors across motorsport, sport, and culture reflect a shared drive to push boundaries and perform when it matters most.
Caracteristics
TAG Heuer Formula 1 Chronograph x Senna 44mm – CBZ2081.FT8092
Functions
Hours, minutes, seconds, chronograph
Movement
Automatic chronograph – Calibre 16
Dial
Black sunray dial with black track running around the dial
Black flange with 60-second / minute scale
3 counters:
- 12 o’clock: black opalin 30-minute chronograph counter; yellow lacquered hand; yellow and white indexes
- 6 o’clock: blue, green, yellow lacquered 12-hour chronograph counter; black lacquered hand; yellow and white indexes
- 9 o’clock: black opalin permanent second indicator counter; black lacquered hand; yellow SENNA logo
Rhodium-plated indexes with white Super-LumiNova® by day and green luminescence by night
Black lacquered hour and minute hands with white Super-LumiNova® by day and green luminescence by night
Yellow lacquered central hand
White TAG HEUER printed logo
3 o’clock date
White TAG HEUER printed logo FORMULA 1, AUTOMATIC printed in white
Case
44mm diameter
Black DLC grade-2 titanium sandblasted case with yellow joint below bezel
Carbon forged tachymeter fixed bezel with Senna marking
Flat sapphire crystal with anti-reflective treatment
Sandblasted black DLC grade-2 titanium screw-down crown at 3 o’clock with black DLC coating
Sandblasted black DLC grade-2 titanium-shaped push-buttons with black DLC coating
Black DLC grade-2 titanium screw-down caseback
Water resistance: 200 meters
Bracelet
Yellow rubber strap
Black DLC steel pin buckle; TAG Heuer engraving
Specific caseback engraving with a close-up of Senna’s face in the helmet
Dimensions
Lug-to-lug: 47,3mm
Thickness: 14,3mm
Availability
November 2025
SRP
5’550 CHF
TAG Heuer Formula 1 Chronograph x Senna 43mm – CAZ101AX.BA0637
Functions
Hours, minutes, seconds, chronograph
Movement
Quartz
Dial
Black sunray brushed dial
3 counters:
- 3 o’clock: black opalin permanent second indicator
- 6 o’clock: blue, green, yellow lacquered 1/10th second chronograph counter; red lacquered hand
- 9 o’clock: black opalin 30-minute chronograph counter; yellow lacquered hand
Black gold-plated polished hour and minute hands with white Super-LumiNova® by day and green luminescence by night
Yellow lacquered central hand
White TAG HEUER printed logo
4 o’clock angled date
FORMULA 1 & SWISS MADE printed in white
Case
43mm diameter
Steel fine brushed, polished case
Aluminum black tachymeter fixed bezel; yellow SENNA logo
Flat sapphire crystal
Black DLC steel screw-down crown at 3 o’clock
Steel screw-down caseback with special engraving
Water resistance: 200 meters
Bracelet
Steel S/EL bracelet
Steel folding clasp with double safety system with pilot extension; TAG Heuer engraving
Dimensions
Lug-to-lug: 48,2mm
Thickness: 12,4mm
Availability
November 2025
SRP
2’550 CHF
