Few Swiss watch brands are as closely connected to motorsport as TAG Heuer. As a tribute to their former brand ambassador, the company from La Chaux-de-Fonds introduces two special editions, dedicated to Brazilian Formula 1 legend Ayrton Senna. Soon, a Netflix series will revisit the life of the three-time world champion.
The launch of the two special editions coincides with the Netflix miniseries «Senna», premiering on November 29.
The series, starring Brazilian actor and TAG Heuer ambassador Gabriel Leone, is the first fictional portrayal of Ayrton Senna's life. It traces his rise from a young karting talent in Brazil to his iconic status in Formula 1, which ended tragically – fatally – at the 1994 San Marino Grand Prix.
Classic Watches on Netflix
Produced with the support of the Senna family, Senna spans six episodes and explores the high points of his career as well as the personal challenges of the racing driver. The series depicts the triumphs and sacrifices that shaped Senna’s journey.
500 Pieces: New Chronograph «TAG Heuer Carrera Chronograph Tourbillon x Senna». (Image: TAG Heuer, Courtesy)
In the show, TAG Heuer watches worn by Senna during his career make an appearance, including the «TAG Heuer Senna S/EL Link Chronograph.»
Tachymeter Scale Up to 400 km/h
According to the brand's press release, the new Carrera chronograph as the pinnacle of the special editions, reflects the relentless drive and passion for speed that defined Senna.
The watch incorporates design elements inspired by the late driver, such as a tachymeter scale that measures speeds of up to 400 km/h, engraved on a carbon bezel bearing Senna's name. A yellow subdial at nine o'clock, echoing Senna’s signature color, establishes a visual connection to his legacy.
Limited to 500 Pieces
The skeleton dial, finished with a checkered flag motif, symbolizes Senna’s competitive spirit, while the Grade 2 titanium case and dynamic, sandblasted lugs are designed to embody the precision and elegance of high-end motorsport design.
The case back of the 44-mm watch features the iconic image of Senna's helmet, provided by his family as brand owners, along with markings that emphasize the watch's exclusivity—only 500 units will be made.
Racing Legend Ayrton Senna in the 1990s (Image: TAG Heuer, Courtesy)
A Historical Legacy
TAG Heuer's connection with Senna dates back to 1988 when Senna became a brand ambassador, embodying TAG Heuer’s motto «Don’t crack under pressure.» His courage and record-breaking career led him to three World Championship titles in 1988, 1989, and 1991. Since then, the Swiss watchmaker has released various models inspired by Senna.
«Ayrton Senna has marked us all at TAG Heuer and has marked the world of motorsports, both on the track and in life,» says TAG Heuer’s new CEO, Antoine Pin. And Bianca Senna, CEO of the brand organization and Ayrton's niece, adds, «We are incredibly proud to continue our collaboration with TAG Heuer in creating exceptional timepieces. Ayrton would be deeply honored by our efforts, and we hope this tribute not only celebrates his remarkable life but also inspires future generations to strive for greatness.»
