TAG Heuer has once again ignited the spirit of speed, precision, and pure adrenaline with two new timepieces honoring one of Formula 1’s greatest legends - Ayrton Senna. Launched during the São Paulo Grand Prix, the latest TAG Heuer Formula 1 Chronograph x Senna models are not just watches; they’re wearable tributes to the unstoppable drive and charisma of a man who defined an era of motorsport.

The story between TAG Heuer and Senna began back in 1988, the same year the Brazilian racing icon claimed his first World Championship title. That year also marked the start of a partnership that went far beyond sponsorships or marketing deals - it was a meeting of two forces obsessed with performance and precision. Senna officially became a TAG Heuer ambassador in 1993, selecting the brand’s distinctive S/EL chronograph as his personal favorite. Its sleek, S-shaped bracelet became as iconic as his yellow helmet, forever linking Senna’s legacy to TAG Heuer’s craftsmanship.