TAG Heuer Throws It Back to the ’90s with Its New Racing Chronograph

TAG Heuer has long been associated with motorsports, going back to when the brand was known simply as Heuer.

The brand invented the dashboard-mounted chronograph in 1911, was the first non-automotive F1 sponsor in 1968, achieved cinematic immortality on the wrist of Steve McQueen in Le Mans in 1971 and from 1992 until 2003, served as the official timekeeper of Formula 1.

While TAG was still visible in F1 racing in recent years thanks to its sponsorship of the (very successful) Red Bull Racing team, this year marked a significant increase in the brand’s presence in the sport.

For the first time in over two decades, TAG Heuer became the official timekeeper of Formula 1, replacing Rolex. Coinciding with this achievement was the launch of the new Formula 1 Chronograph, and then in the spring, the Formula 1 Solargraph, a modernized take on the original TAG Heuer watch from 1985.

Now, TAG is once again looking to its glorious motoring past through a modern lens with a new Formula 1 Chronograph honoring the late racing legend and TAG Heuer ambassador, Ayrton Senna.

TAG Heuer

Off to the races

TAG has actually launched a pair of Senna-inspired chronographs. One is part of the modern Formula 1 Chronograph line that launched back in January and has a 44mm case in black DLC titanium, a forged carbon bezel, an integrated yellow rubber strap and an automatic movement. It’s a cool watch, but it’s not all that different from the other watches in the same collection.

The second new Formula 1 Chronograph Senna is a different story, however.

TAG Heuer

It shares the 43mm stainless steel case, dial design and quartz movement we’ve seen on other special-edition quartz-powered Formula 1 Chronographs in TAG’s current catalog, like those for Red Bull Racing’s F1 Team, Gulf Racing and the Indy 500, but pays tribute to Senna, who first began a partnership with TAG in 1988 and became a brand ambassador in 1993, one year before he was tragically killed in a crash during the 1994 San Marino Grand Prix.

The watch features Senna’s logo and name on the fixed aluminum tachymeter bezel, and the 6:00 subdial — which tracks the chronograph in 1/10th of second increments — features a pattern in blue, yellow and green, the colors of the Brazilian flag, and a red hand that recalls the Marlboro-liveried McLaren in which Senna won three F1 World Drivers’ Championships.

TAG Heuer

The caseback features an engraved illustration of Senna’s eyes through his driving helmet visor. The caseback also denotes the limited-edition watch’s number out of 3,000, and calls out some of the model’s specs, including its sapphire crystal and shockingly high 200m of water resistance.

But what is most interesting about this Formula 1 Chronograph, and the thing that separates it from every single other Formula 1 Chronograph in TAG’s catalog, is the bracelet.

Senna famously favored the S/EL Chronograph, which TAG debuted in 1987 and which has a decidedly dated avant-garde style that screams “1990s watch.” While Senna often wore his example on a leather strap, the post-modern chronograph is mostly known for its distinct, integrated S-link bracelet featuring curved, interlocking links of steel.

TAG Heuer

The S/EL collection became the Link collection in 1999, which still exists today, though the bracelet has since been sharpened and modernized. For this new Senna chronograph, TAG has recreated the S/EL bracelet as the perfect Senna tribute, making it the only Formula 1 watch in the brand’s catalog to receive the ’90s-approved accessory.

Pricing and availability

The TAG Heuer Formula 1 Chronograph x Senna 43mm is limited to 3,000 pieces and is available now from TAG Heuer, including online, for $2,700.

If you’re a Senna fan but prefer something more contemporary (and automatic), then you can pick up the Formula 1 Chronograph x Senna 44mm for $5,850. It’s also available online and is not limited.

TAG Heuer

TAG Heuer Formula 1 Chronograph 43mm

Specs

Case Size	43mm
Movement	TAG Heuer quartz chronograph
Water Resistance	200m

• $2,700 at TAG Heuer

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