The recently released Netflix series dedicated to Ayrton Senna has revived the aura of the legendary Brazilian driver. With remarkable historical accuracy, it delves into the life of a man who left a mark on Formula 1, notably through collaborations with iconic brands like TAG Heuer.
This connection between motorsport and watchmaking is not a recent development, and as history has shown us: Ayrton Senna was a great watchmaking enthusiast, going far beyond a simple commercial partnership.
Read more:
- Formula 1 at war? The latest alarming announcements are bad news for drivers and motorsport fans
- This NASCAR champion drops a bombshell on the 2025 playoffs that could shake up the future of the sport
Netflix: a dive into TAG Heuer’s archives
To recreate the 80s and 90s era, the creators of the series turned to TAG Heuer to provide authentic watches that Senna might have worn. The Swiss brand, which partnered with Ayrton Senna when he joined McLaren in 1988, loaned no less than 28 models from its historic collection. Among them were the two-tone S/EL chronographs, particularly favored by the driver. A striking detail in the series showcases a gold watch given to Senna by his father—a nod imagined by the writers but inspired by carefully chosen pieces from TAG Heuer’s archives.
Senna x TAG Heuer: a partnership that withstood the test of time
Today, the 4-time F1 World Champion Max Verstappen is sponsored by the brand, but it is Ayrton Senna who remains TAG Heuer’s most iconic ambassador, more than 30 years after his passing. Their relationship began during the McLaren MP4/4 era, a time when the Brazilian driver dominated Formula 1 with incomparable talent. The brand, famous for its “Don’t crack under pressure” campaigns, captured Senna’s combative and elegant spirit. Even when he joined Williams in 1993, TAG Heuer made an exception to its usual practice to continue working directly with him. Since then, 29 watches have been created in tribute to the three-time world champion, preserving his memory both in the watchmaking world and in F1. Not to mention automotive tributes like the McLaren Senna, this shows the legend he was.
A humanitarian legend
Beyond the racetrack, Ayrton Senna was a deeply generous and committed man, qualities that TAG Heuer highlights in its initiatives. Members of his family, like his nieces Bianca and Lalalli, continue to actively collaborate with the brand, participating in decisions about new limited editions. This involvement reflects the humanitarian values Senna embodied: a mix of faith, conviction, and passion. And for those wondering, yes, he often gave his watches to his loved ones and collaborators, further strengthening the bond between the driver and his world of horology.
He thought he’d become F1 World Champion with this team, but his season turned into a nightmare
This article explores the timeless collaboration between Ayrton Senna and TAG Heuer, his role in the new Netflix series, and the lasting impact of their partnership on the world of watchmaking and F1. Through these stories, we see how a legend transcends the boundaries of sport to touch the hearts of enthusiasts.
Images: TAG Heuer / Netflix
