Swiss luxury watchmaker TAG Heuer has unveiled its latest tribute to Formula 1 legend Ayrton Senna: the TAG Heuer Carrera Chronograph Tourbillon x Senna.
This exclusive, limited-edition timepiece pays homage to the Brazilian driver’s unparalleled career and remarkable legacy, marking the 30th anniversary of his passing. Coinciding with the release of the new Netflix series “Senna”, which premieres on the 29th of November, the watch stands as a timeless symbol of Senna’s lasting impact on motorsport and his enduring influence on the world of luxury.
TAG Heuer’s new creation continues its decades-long relationship with Senna’s brand, a partnership that began in 1988. As an iconic TAG Heuer ambassador, Senna’s drive, precision, and unrelenting pursuit of excellence redefined Formula 1, earning him three World Championships in 1988, 1989, and 1991. TAG Heuer CEO Antoine Pin reflects on this deep connection, saying, “Ayrton Senna has marked us all and has marked the world of motorsports, both on the track and in life. This timepiece embodies the passion and precision that defined his remarkable journey.”
A Design Driven by Legacy and Precision
Inspired by Senna’s values, the Carrera Chronograph Tourbillon x Senna balances elegance and technical mastery. Its bold 44mm case, crafted from grade-2 titanium, features a carbon bezel etched with the Senna logo and a tachymeter scale that reaches 400 km/h—a nod to Senna’s speed and precision. The skeleton dial displays a checkered flag motif as a subtle tribute to his racing victories, while the nine o’clock subdial prominently features the “S” logo of Senna in yellow, symbolizing the colours of his iconic helmet.
The piece also reveals intricate finishes through its skeletonized face, set within a rugged, finely brushed titanium frame, and complemented by a robust blue rubber strap. Each watch in this 500-piece edition bears a titanium caseback engraved with Senna’s likeness in his helmet, adding a unique, personal touch to this collector’s item. This exclusive design, coupled with TAG Heuer’s renowned tourbillon movement Calibre TH20-09, positions the Carrera Chronograph Tourbillon x Senna as a masterpiece of luxury engineering.
TAG Heuer and Senna: A Partnership for Good
The TAG Heuer-Senna collaboration extends beyond watchmaking, contributing to the Ayrton Senna Institute, an organization dedicated to improving education for underprivileged youth in Brazil. Bianca Senna, CEO of Senna Brand, remarks, “It is a privilege to see Ayrton’s legacy endure, and to have TAG Heuer as a partner in this journey. Ayrton would be deeply honoured by our efforts, and we hope this tribute inspires future generations to strive for greatness.”
The Watch that Tells a Story
With only 500 pieces available worldwide, the TAG Heuer Carrera Chronograph Tourbillon x Senna is bound to become a coveted piece among both motorsport enthusiasts and watch connoisseurs. Each timepiece, priced at 37,000 CHF, embodies the spirit of Senna—a figure whose story continues to inspire, excite, and resonate deeply with fans around the world.
TAG Heuer invites collectors and fans alike to celebrate Ayrton Senna’s timeless impact with this exquisite tourbillon watch—a watch that not only keeps time but tells the story of a legend who lived, raced, and triumphed under pressure.
