Reviving an iconic partnership
TAG Heuer Ayrton Senna

The relationship between TAG Heuer and Ayrton Senna dates back to 1988, when the legendary Formula 1 triple World Champion first joined the McLaren Formula 1 team. The partnership wasn’t all that surprising – at the time, TAG owned roughly half of McLaren, while Ron Dennis of McLaren was a shareholder in TAG Heuer. And, while the Senna name has been linked to a handful of other watch brands, the racing icon was arguably best known for his TAG Heuers, which makes this year’s revival of the watch-driver partnership a much-welcomed announcement.

Comprised of four new special-edition timepieces – two Formula 1 quartz chronographs and two Calibre 16 Carreras – the Senna Collection features design features such as the famous stylized Senna ‘S’ in red lacquer on the dial, case back and bezel; a rubber strap option with a dynamic tire-tread design; a racing-inspired tachymeter scale; and the iconic ‘Legend’ bracelet option with S-shaped links – the same style worn by Ayrton but “redesigned and rounded for optimum comfort.”