La Chaux-de-Fonds, Switzerland – 8^th November 2021: On November 3^rd 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.

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.

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.

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).

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.

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 the watchmaker’s website, select countries and in 160 boutiques and 3,500  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, the first luxury smartwatch in 2015, and the ground-breaking  Isograph technology in 2019, made possible through a unique collaboration with the TAG Heuer Institute. 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.  

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. These include the Formula E World Championship, of which the brand is a founding  partner, the TAG Heuer Porsche Formula E team, the Aston Martin Red Bull Racing Formula 1 Team, the Formula 1 Monaco Grand Prix, the World Endurance Championships, the Indianapolis 500, legends  Steve McQueen and Ayrton Senna, actors Chris Hemsworth and Patrick Dempsey, ATP next-generation tennis players Alex de  Minaur, Frances Tiafoe, Denis Shapovalov and Felix Auger-Aliassime, and surfer Kaie Lenny, among others. 


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.

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.

Reference	:	CAZ101AJ.FC6487
Movement	:	Quartz
Case	:	Black DLC Steel sand blasted
Diameter	:	43 mm
Bezel	:	Black brushed ceramic fixed tachymeter
Glass	:	Flat sapphire crystal
Crown	:	Black DLC steel screw down at 3 o’clock
Case-back	:	Stainless-steel screw-down with special engraving SENNA SPECIAL EDITION
Water-resistant	:	To 200 metres (20 bar)
Dial	:	Anthracite sunray-brushed Black flange with 60 second/ minute scale 3 counters: 3 o’clock: black “azurage” permanent second indicator, rhodium-plated polished hand 6 o’clock: black “azurage” hour chronograph counter, 1/10th second chronograph counter rhodium plated hand 9 o’clock: black “azurage” minute chronograph counter rhodium-plated hand Black gold plated applied indexes with Super-LumiNova® Black gold plated polished hour and minute hands with white Super-LumiNova® Black gold plated central hand White TAG HEUER printed logo 4 o’clock angled date TAG HEUER FORMULA 1 printed
Bracelet	:	Embossed Black calfskin strap with black lining with S Link pattern
Buckle	:	Steel double folding clasp with double safety system push buttons TAG Heuer shield
Public prices	:	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
Disponibility	:	From November 2021