Tag Heuer and Ayrton Senna

Tag Heuer watches are created for those who require a timekeeper of a reliable quality offered at reasonable price.

Due to close cooperation with celebrated sports champions who take part in the brand's advertising campaigns, Tag Heuer timekeeping creations give the feeling of strong passion for sports, inner power and outstanding performance.

The name of Tag Heuer has become synonymous to most prestigious sports watches and chronographs that have been in production since 1860.

Tag Heuer creations are often chosen by those fascinated by the realms of sports world, with car racing, skiing and sailing in particular, and its brightest personalities.

Among the sports stars found on the list of the brand's ambassadors there are such internationally renowned names as golf player Tiger Woods, tennis player Maria Sharapova, race drivers Juan Pablo Montoya, Kimi Raikkonen, Jeff Gordon, and Sebastien Bourdais.


Ayrton Senna, a legendary Formula 1 winner, won Formula 1 world championship title for three times - in 1988, 1990, and 1991. Tag Heuer built a close relationship with the celebrated driver.

The race champion was wearing the brand's initial watch from the Link series introduced in 1987. He appreciated the watch's unique design and comfort on the wrist. The brand paid tribute to the celebrated race driver, having developed a chronograph watch bearing the champion's name.



The story of the cooperation between Tag Heuer and Ayrton Senna started back in 1988, when Ayrton Senna became the member of the McLaren team and was named a Tag Heuer's ambassador. In fact the two names were connected not only by business links but also warm friendship.

The racing legend contributed to the universal fame of the watch brand. He also participated in developing of Tag Heuer timekeepers, having tested their performance and functionality in extreme conditions of the racing competition.

Ayrton Senna died tragically in 1994 but he lives on in the memory and hearts of his numerous fans and in Tag Heuer creations. It is a remarkable fact that the watchmaking company offers its support to the Ayrton Senna Foundation.

Senna had an ambitious goal to help young people in need. The members of his family provided the non-profit organization with the Senna trademark as well as the image of the racer. The foundation has managed to help to over 300 thousand children and young people through organizing special educational programs.