Ahead of the 2025 São Paulo Grand Prix in Brazil this weekend, TAG Heuer pays tribute to one of the greatest drivers in motorsport history, Ayrton Senna, with two new timepieces that embody his energy, and precision. The latest TAG Heuer Formula 1 Chronograph x Senna models continue a partnership that began on the racetrack in 1988 and has since become truly iconic.

In 1988, Ayrton Senna became world champion for the first time – wearing a TAG Heuer. It was the beginning of a relationship that went beyond regular sponsorship. Since the first Senna special edition in 1994, TAG Heuer has repeatedly created reinterpretations of the exceptional Brazilian driver – from the bold quartz chronograph to the sensational Carrera Tourbillon Extreme Sport x Senna. Now comes the next generation: two watches that showcase Senna's character from different perspectives.

The TAG Heuer Formula 1  Chronograph x Senna in 44 mm features a sandblasted titanium case with a black DLC coating and a carbon bezel. The design is clearly inspired by Senna's helmet design – black, yellow, green, and blue merge on the dial to create a vibrant ensemble. A yellow seconds hand, a colored 12-hour counter in the Brazilian colors at 6 o'clock, and the S logo on the seconds indicator at 9 o'clock stand out particularly well against the black dial. Super-LumiNova-coated indices and an engraved case back depicting Senna's iconic view from behind his visor complete the look. A yellow rubber strap is included. Inside, the automatic Calibre 16 beats at a frequency of 4 Hz and offers a 42-hour power reserve. The price is Rs. 6,38,250. 

The second new addition, the TAG Heuer Formula 1 Chronograph x Senna in 43 mm, harks back to the era when Senna himself wore his TAG Heuer S/EL – with the iconic S-shaped link bracelet that combines 1980s retro aesthetics and ergonomics. Beneath the steel case beats a quartz chronograph movement that blends everyday usability with collector appeal. 

The dial – brushed black, accented with yellow, green, and red – features a trio of subdials, flanked by a black tachymeter bearing the Senna name. On the reverse: the same engraving of the driver, capturing a moment of unwavering concentration. Price: Rs. 2,93,250 and limited to 3,000 pieces.

Under the leadership of Bianca Senna, the racing driver's niece and CEO of the Senna brand, the goal remains clear three decades after Ayrton Senna's death: not only to pay tribute, but to carry on his spirit – also through the support of the Instituto Ayrton Senna, which provides education and opportunities to millions of Brazilian children. "Ayrton was not just a driver. He was a symbol of precision, performance, and passion," says TAG Heuer CEO Antoine Pin . "These timepieces carry all of that forward." 

Two chronographs, two facets of the same legend.