As Audi readies its entry into Formula 1 next year, the brand’s connection to one of the sport’s most revered figures, Ayrton Senna, feels more alive than ever. With Brazilian driver Gabriel Bortoleto joining Audi’s future F1 program, and Senna’s own historic ties to Audi do Brasil, the release of TAG Heuer’s latest Formula 1 Chronograph x Senna special editions arrives at a perfect moment.
Long before his three Formula 1 world championships, Senna’s influence extended beyond racing. In 1994, he played a key role in establishing Audi’s presence in Brazil, serving as a partner in the creation of Audi Senna S.A. and personally driving an Audi “ur” S4. The synergy between Audi and TAG Heuer through Senna’s legacy bridges eras: from Ingolstadt’s engineering excellence to Switzerland’s watchmaking mastery, both brands remain rooted in innovation and speed.
DUAL TRIBUTE TO PRECISION AND PASSION
TAG Heuer’s new releases — two Formula 1 Chronograph x Senna timepieces — celebrate the enduring partnership between the watchmaker and the Senna Brand. First established in 1988 at the height of Senna’s dominance, the collaboration between racing driver and watchmaker has become one of the longest-running ambassador relationships in luxury watchmaking. Each new release carries forward the values Senna embodied: determination, courage, and relentless pursuit of excellence.
The collection launches this week at the São Paulo Grand Prix, featuring two watches that reflect distinct sides of Senna’s legacy. The 44mm automatic chronograph expresses technical innovation and modern performance, while the 43mm quartz chronograph channels timeless design and accessibility — both united under TAG Heuer’s 2025 campaign theme, “Designed to Win.”
THE 44MM FORMULA 1 CHRONOGRAPH x SENNA
Built from lightweight titanium and coated in black DLC, the 44mm model captures Senna’s character through bold color and engineering detail. Its sunray-brushed black dial carries vivid yellow and green accents inspired by Senna’s Brazilian heritage, with subdials arranged at 6, 9, and 12 o’clock for precise timing. A forged carbon bezel engraved with Senna’s “S” logo and a caseback featuring his iconic gaze add emotional depth to the technical design.
Finishing touches include a yellow rubber strap, a yellow crown ring, and shaped pushers at 2 and 4 o’clock. Each detail reinforces the sense of purpose and control that defined Senna on the track.
THE 43MM FORMULA 1 CHRONOGRAPH x SENNA
The 43mm quartz edition pays homage to the original TAG Heuer S/EL chronograph that Senna famously wore, reviving its S-shaped steel bracelet links. Its polished and brushed stainless steel case houses a black sunray dial highlighted by yellow, green, and red accents — a nod to Senna’s national colors and his racing helmet. The tachymeter bezel engraved with “SENNA” and the “S” logo in yellow underlines the watch’s authenticity, while the engraved caseback completes the tribute.
Limited to 3,000 pieces, this version captures the accessible spirit of TAG Heuer’s Formula 1 line while honoring Senna’s timeless style and focus.
ENDURING LEGACY
Beyond aesthetics and performance, the TAG Heuer x Senna partnership continues to serve a higher purpose. Through its collaboration with the Instituto Ayrton Senna, the watchmaker supports educational initiatives that have transformed millions of lives in Brazil. As Bianca Senna, CEO of the Senna Brand and Ayrton’s niece, notes: “Ayrton livegd with determination, always pushing his limits forward. These timepieces celebrate not only his victories, but the way he faced life — with focus, excellence, resilience, and passion.”
For TAG Heuer, this tribute extends beyond the watch — it’s about carrying forward a philosophy shared by both the driver and the brand: precision under pressure and performance with purpose.
As Audi prepares to reenter the Formula 1 grid with a new generation of drivers and technology, the echoes of Senna’s influence — from his Audi partnership in Brazil to his lasting relationship with TAG Heuer — feel especially on point. These new chronographs serve as more than collector’s pieces; they’re reminders of a legacy that continues to inspire both racing and craftsmanship alike.
TAG Heuer Formula 1 Chronograph x Senna — “Designed to Win.”
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