Ayrton Senna may have left the track long ago, but his legend still laps us all—now in the form of two wrist-bound tributes. TAG Heuer has fired up the nostalgia engine yet again with the Formula 1 Chronograph x Senna Collection, a pair of timepieces that look ready to take pole position on your wrist.
Launched during the São Paulo Grand Prix, this latest collaboration marks yet another chapter in TAG Heuer’s long-running partnership with the Senna brand, one that began back in 1988 when Senna was rewriting Formula 1 history at 300 km/h. This isn’t just a sponsorship deal—it’s a continuation of one of motorsport’s most enduring love stories between a man obsessed with speed and a brand obsessed with precision.
There are two models this time around. The first, the TAG Heuer Formula 1 Chronograph x Senna Automatic (44 mm), is basically the mechanical equivalent of a standing ovation. Crafted in lightweight titanium with a stealthy black DLC coating, it takes inspiration from Senna’s Brazilian roots with yellow and green accents dancing across a sunray-brushed black dial.
The 6 o’clock subdial even wears the colors of Brazil like a racing badge of honor. The bezel, made from forged carbon and engraved with Senna’s unmistakable “S” logo, rounds out the look with track-ready aggression. Flip it over, and you’re greeted by an engraving of Senna’s eyes—the kind that stared down opponents and rain clouds alike.
Then there’s the Quartz (43 mm) version, which brings back the spirit of Senna’s favorite watch—the TAG Heuer S/EL chronograph—with its classic S-link bracelet. It’s all polished and brushed steel this time, housing a black sunray dial trimmed in that unmistakable Brazilian yellow-green. Think of it as the perfect wristwear for those who appreciate performance but prefer not to risk an engine rebuild.
Both pieces are part of TAG Heuer’s “Designed to Win” campaign, inspired by Senna’s iconic quote: “I’m not designed to come second or third. I’m designed to win.” If that doesn’t make you want to rev an invisible throttle, nothing will.
Prices start at US$2,700 for the 43 mm Quartz model and US$5,850 for the 44 mm Automatic titanium version. Not going to lie. That’s a hefty pit-stop bill, but then again, it’s not every day you get to wear a legend on your wrist.
Images: TAG Heuer.
