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.

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.

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. Until now TAG Heuer is continuing with the watch launch, with proceeds supporting his foundation.

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.