Tag Heuer unveiled several Tag Heuer watches in an Ayrton Senna Edition. Ayrton Senna was a TAG Heuer ambassador between 1988 and 1993. He starred in the very first #DontCrackUnderPressure campaign.
Swiss luxury watch brand TAG Heuer celebrates Ayrton Senna, one of the biggest Formula One racing legend. Ayrton Senna da Silva was a Brazilian racing driver who won three Formula One world championships. He was killed in an accident while leading the 1994 San Marino Grand Prix.
Endorsed by the Senna family Tag Heuer launched the Senna collection with TAG Heuer. At an event in Barcelona last night Tag Heuer had Ayrton Senna appear as a hologram on stage. It recreated the Brazilian Legend in classic racing attire, dressed in overalls and with his helmet held beneath his arm. Using a sample of pre-existing audio, Ayrton glanced at his watch before addressing the audience:
“I just love racing. I just love the challenge of beating somebody else. When you are under a lot of pressure, the objective is to be the one that can put together the combination of aggression and calculation that will get the best result. And, more than anything, you need a very clear mind to understand exactly when to be aggressive and when to be calculating. To win the championship, you need the combination of those elements.”
The holo Ayrton Senna was then joined on-stage by Spanish Formula One driver Fernando Alonso, who spoke about his memories of growing up watching Senna. Fernando also explained the feelings he experienced when, earlier this year, he achieved a childhood dream and drove Senna’s most iconic and successful car, the 1988 McLaren-Honda MP4/4, at the Circuit de Barcelona-Catalunya. Fernando said:
“I grew up watching Ayrton race – he was my idol. And I still vividly remember seeing those iconic red and white McLarens battling at the head of the field during the 1980s and ’90s – it’s one of my earliest memories of Formula 1, and it remains a formative experience for my own desire to race. To be able to sit inside one of Ayrton’s cars was a genuinely moving experience; to do it in the very chassis with which he won his first world championship – one of the most iconic and successful cars in F1 history – was simply incredible. Thank you TAG Heuer for making this unforgettable moment possible.”
Ayrton Senna’s return to TAG Heuer also marked the reveal of the Senna Collection comprised of four new special-edition timepieces and new dedicated advertising campaign. Each watch features the famous stylized Senna ‘S’ in red lacquer, on the dial, case back and bezel, complete with a tachymeter scale, giving the timepiece real racing spirit and Senna’s performance touch. The iconic ‘Legend’ bracelet, with its S-shaped links, also makes a return – the same style worn by Ayrton but redesigned and rounded for optimum comfort.
The TAG Heuer Formula 1 Chronograph Senna Edition
A 43mm-diameter quartz chronograph measuring to the nearest tenth of a second and with date function. Anthracite grey dial, three counters and elegant touches of ‘Legend’ red to give it the racing spirit – the same red as the famous stylized Senna ‘S’, on the dial, case back and bezel, complete with a tachymeter scale. The timepiece is completed by the famous ‘Legend’ steel bracelet to give a unique exclusive style touch of the Senna brand. Ref: CAZ1012.BA0883
The TAG Heuer Formula 1 Chronograph Senna Edition
A 43mm-diameter quartz chronograph measuring to the nearest tenth of a second and with date function. Also available with a black dial, three counters, and touches of yellow and green – a reference to the colors of Ayrton’s racing helmet, which are also the national colors of Brazil. Ref: CAZ1013.BA0883
The TAG Heuer Carrera Calibre 16 Chronograph Senna Edition
A 44mm-diameter automatic chronograph with date function. Anthracite grey sunray dial and three counters. The watch also features the famous stylized Senna ‘S’ in red lacquer, on the dial, case back and bezel, with a tachymeter scale. Elegant touches of ‘Legend’ red, the same shade as the Senna ‘S’, also accentuate the watch’s racing spirit and Senna brand ́s performance style. The timepiece is completed by the ‘Legend’ steel bracelet. Ref: CBB2010.BA0906
The TAG Heuer Carrera Calibre 16 Chronograph Senna Edition
A 44mm-diameter automatic chronograph, available in an ultra-light black titanium version, equipped with a rubber strap with a dynamic tire-tread design. Ref: CBB2080.FT6042