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As the world marks the 30th anniversary of Ayrton Senna’s passing on May 1, 1994, TAG Heuer stands proud to honor the enduring legacy of one of the greatest Formula 1 drivers of all time. Fondly remembered as “Magic Senna,” “The Extraterrestrial,” or simply “Rain Master,” Senna’s impact transcends generations, with his remarkable achievements continuing to inspire millions worldwide.


Ayrton Senna’s prowess behind the wheel remains unmatched, even three decades after his untimely departure. With three World Drivers’ Championships, 41 Grand Prix victories, and 65 pole positions, Senna’s record of excellence stands as a testament to his extraordinary talent and steadfast determination. His legendary battles with Alain Prost and his supreme skill in wet conditions have engraved his name into the annals of motorsport history.

Past his achievements on the track, Senna’s charisma, generosity, and fighting spirit endeared him to fans worldwide. His impact extended far beyond the confines of the racetrack, as he endeavored to uplift Brazil’s disadvantaged youth through the Instituto Ayrton Senna, founded just months after his tragic accident. Today, the foundation celebrates its 30th anniversary, investing nearly $500 million in educational programs for Brazil’s youth and celebrating more than 36M lives changed through education.

At the heart of Senna’s legacy lies the enduring partnership between TAG Heuer and the racing icon, which goes deeper than a simple story of sponsorship; it’s a narrative intertwined with mutual respect, shared values, and a commitment to excellence. Since 1988, TAG Heuer has been working closely with Senna, later becoming the official historic watchmaking partner for all ” Senna” products, featuring the iconic “S” of the Senna trademark. From the 6000 series equipped with a checkered flag dial to the latest TAG Heuer Formula 1 Senna Special Editions, TAG Heuer’s collaboration with Senna has produced timeless timepieces that pay homage to his unforgettable legacy.

TAG Heuer S/el S25706C, 1988
TAG Heuer S/el S25706C, 1988

Ayrton Senna’s association with the brand solidified in 1994 when he became one of TAG Heuer‘s official ambassadors, making the S/el (sport & elegance) watch his signature model, cementing the watchmaker’s presence in the racing world.

TAG Heuer 6000 Senna Limited Edition, 1994

The S/el chronograph epitomized Senna’s influence on watchmaking and motorsport. Renowned for its two-tone design and incredible accuracy, the S/el chronograph represented a fusion of style and precision, mirroring Senna’s own commitment to excellence. The watch served as a symbol of success and prestige, akin to the coveted gold TAG Heuer Carrera watches gifted to Ferrari drivers in the 1970s by Jack Heuer himself. Senna’s love for the watch propelled the S/el chronograph into the spotlight, being an inspiration for what other racing drivers would wear to be on trend and laying the groundwork for the innovative TAG Heuer Link collection.

Senna’s influence extended further than the racetrack, particularly in Japan, where he achieved iconic status. His remarkable performances, especially at Suzuka, not only showcased his unequalled talent but also played a pivotal role in establishing TAG Heuer as a prominent brand in the market through a shared passion for motorsports, leading to the very first TAG Heuer store in Japan.

Moreover, Senna’s impact on TAG Heuer stretched to Latin America, where his partnership with the watchmaker significantly allowed for the brand to connect with this new culture, spreading the motorsports legacy worldwide.

Senna was not just a simple ambassador and a great racing driver. Senna was part of the TAG Heuer family, making him, 30 years later, the longest partnership the watchmaker has. Senna’s spirit continues to inspire TAG Heuer to push the boundaries of innovation and excellence.


Up until today, TAG Heuer’s commitment to honoring Senna’s memory remains through each twelve limited-edition crafted in his honor. Every model produced paid homage to the Brazilian champion’s legacy, featuring design elements inspired by his iconic helmet and racing career. From the very first 6000 series, equipped with a “checkered flag” dial and featuring the legendary S of Senna, to the new TAG Heuer Formula 1 Senna of 2022 with the Link inspired bracelet and the McLaren touches of red, TAG Heuer embraces the essence of the late driver in each model.

During the collaboration, TAG Heuer and Senna developed a special edition watch to support Senna’s charity, focused on education and childcare in Brazil. Despite the tragedy of 1994, TAG Heuer continued with the watch launch, with proceeds supporting his foundation, showcasing their lasting bond and honoring his heritage in both racing and philanthropy.

In commemoration of the 30th anniversary of Ayrton Senna’s legacy, TAG Heuer is proud to continuously elaborate new ways of paying tribute to the enduring name of “Magic” Senna, forever alive in our hearts.

As we reflect on the remarkable life and legacy of Ayrton Senna, TAG Heuer remains committed to preserving his memory for future generations. Through its partnership with SENNA brand and Instituto Ayrton Senna and the creation of timeless timepieces, the watchmaker ensures that Senna’s indomitable spirit continues to inspire racing enthusiasts and watchmaking aficionados alike.


TAG Heuer Formula 1 Senna, CAZ1013.BA0883
TAG Heuer Carrera Senna Calibre 16, CBB2010.BA0906
TAG Heuer Carrera Senna Calibre 16, CBB2080.FT6042
TAG Heuer Formula 1 Senna, CAZ1012.BA0883


TAG Heuer Formula 1 Senna, WAZ1012.BA0883
TAG Heuer Formula 1 Senna, CAZ1015.BA0883


TAG Heuer Carrera Heuer 01 Senna, CAR2A1L.BA0688
TAG Heuer Formula 1 Senna, WAZ1014.FT8027
TAG Heuer Formula 1 Senna, CAZ1019.FT8027


TAG Heuer Carrera Senna, CBG2013.BA0657
TAG Heuer Carrera Heuer 02 Tourbillon Senna, CAR5A91.FT6162


TAG Heuer Carrera Heuer 02 Senna, CAR5A99.FT6174
TAG Heuer Carrera Heuer 02 Senna, CAR5A99.FT6174
TAG Heuer Formula 1 Senna,


TAG Heuer Formula 1 Senna, CAZ101AF.BA0637
TAG Heuer Formula 1 Senna, CAZ201B.FC6487


TAG Heuer Formula 1 Senna, CAZ101AJ.FC6487


TAG Heuer Formula 1 Senna Special Edition, CAZ201D.BA0633

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