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30 years ago, Ayrton Senna became the youngest Formula 1 driver to win three world championships. Today, to celebrate Ayrton Senna’s achievements, TAG Heuer and Senna brand launch a new SENNA Special Edition from the TAG Heuer Formula 1 collection in celebration of Ayrton Senna’s achievements. 

TAG Heuer Formula 1 Senna Special Edition 
Photo © 2022 by TAG Heuer ® – All rights reserved

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La Chaux-de-Fonds, Switzerland: On November 3rd 1991, Ayrton Senna took the chequered flag at the Australian Grand Prix, claiming his sixth victory of the season and winning the Formula 1 World Championship. Senna has been a TAG Heuer ambassador since 1988, the Brazilian driver dominated the supreme discipline of motor racing, becoming World Champion in 1988, 1989, and 1991. With its new TAG Heuer Formula 1 Senna Special Edition timepiece, TAG Heuer evokes the memory of one of the most mythical racers in the history of F1 and celebrates once again the partnership with the Senna brand. 

TAG Heuer Formula 1 Senna Special Edition 

The TAG Heuer Formula 1 chronograph pays tribute to the legend of Ayrton Senna. A new addition to the TAG Heuer’s Formula 1 collection, celebrating the unwavering passion and commitment of TAG Heuer for motorsport competition. 

TAG Heuer Formula 1 Senna Special Edition 
Photo © 2022 by TAG Heuer ® – All rights reserved

One of the features of the timepiece is the embossed black leather bracelet, a reference to the S/EL that Senna used to wear on his TAG Heuer. The iconic bracelet was the first to be made by TAG Heuer. Its distinctive unique S-shaped design is highly recognizable. The bracelet’s leather is dynamized with yellow stitching and also features a black steel clasp with double safety system push buttons. 

The TAG Heuer Formula 1 Senna Special Edition colour scheme features yellow and black, paying tribute to Senna’s iconic colours. The yellow tone is present throughout this 2021 edition, starting with the famous double S (the Brazilian driver’s iconic brand), which crowns the bezel at 12 o’clock, alongside the Senna name. The double S signature can be found on the dial too, where they are incorporated in the 6 o‘clock subdial. The grey anthracite dial houses classic hour, minute, and second indicators at 6, 9, and 3 o’clock, and is decorated with a discrete “TAG Heuer Formula 1” reminder.

Photo © 2022 by TAG Heuer ® – All rights reserved

The TAG Heuer Senna Special Edition 2021 also features an ultra-resistant black ceramic bezel, again accentuated by a delicate yellow border that underlines the elegance of the timepiece. The number 400 is engraved on the bezel, in a subtle reference to the 400 km/h speed that has never been reached in Formula 1. The hour hand and indexes are treated with Super-LumiNova® to ensure optimum legibility in all situations. This special edition features a quartz movement and is water-resistant to 200 meters (20 bar). 

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Last but not least, an image of the Brazilian driver’s iconic helmet is engraved on the caseback and alongside a special engraving of the words “SENNA SPECIAL EDITION”. 

With the new TAG Heuer Formula 1 Senna Special Edition timepiece, TAG Heuer is once again renewing its commitment to motor racing, in the finest of ways: by paying tribute to an eternal legend of this competition. 

PRICETAG Heuer Formula 1 Senna Special Edition 

Switzerland 2.250 CHF

Europe 2.200 EUR

Great Britain 1.900 GBP

North America 2.300 USD

Japan 250.000 JPY

Hong Kong 18.550 HKD

TAG Heuer Formula 1 Senna Special Edition 
Photo © 2022 by TAG Heuer ® – All rights reserved

About TAG Heuer

TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessey Louis Vuitton SE (“LVMH”), the world’s leading luxury group. Based in La Chaux-de-Fonds, Switzerland and with four production sites, TAG Heuer has 1470 employees and is active in 139 countries. TAG Heuer products are available online on www.tagheuer. com for select countries and in 160 boutiques and 3,000 points of sale worldwide. The company is headed up by Frédéric Arnault, CEO of TAG Heuer.

For 160 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969 and the first luxury smartwatch in 2015. Today, the brand’s core collection consists of three iconic families designed by Jack Heuer – TAG Heuer Carrera, Monaco and Autavia – and is rounded out with the contemporary Link, Aquaracer, Formula 1 and Connected lines.

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Capturing TAG Heuer’s motto, “Don’t Crack Under Pressure”, are prominent partnerships and brand ambassadors that express the brand’s passion for action and high performance.

About the Senna brand

The Senna brand was created by Ayrton Senna himself in 1992. It arose from the F1 driver’s desire to connect with people who share his values and way of living, through quality and innovative products.

Photo © 2022 by TAG Heuer ® – All rights reserved

It is currently a global brand that inspires people to find their purpose and be their best, just as Ayrton Senna did in his life.

Part of the proceeds generated by the Senna brand is destined to the Ayrton Senna Institute, which promotes the improvement of public education policies aimed at children and young people in Brazil. Throughout the past 26 years, the Institute reached over 25 million children in Brazil.

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Technical Details


Reference numberCAZ101AJ.FC6487

BrandTAG Heuer

Categorysports watch