Featured image: Instituto Ayrton Senna, CC BY 2.0, via Wikimedia Commons
Ayrton Senna’s best-known watches were TAG Heuer’s S/el Analogue/Digital models, which he wore through the McLaren years from 1989, and the brand has honored him ever since with Senna editions such as the 2025 TAG Heuer Formula 1 Chronograph x Senna (ref. CBZ2081.FT8092).
Quick answer Senna wore TAG Heuer, with the S/el Ana-Digi (S25.706C and S25.206M) as his signature race watches and the Series 6000 near the end of his career. TAG Heuer dates its partnership with him from 1988 to his death in 1994, and has released more than 20 Senna tribute watches since. Before TAG Heuer, collector research places Casio and Seiko digitals on his wrist.
The TAG Heuer S/el Senna wore
TAG Heuer says its partnership with Senna began in 1988, when he joined McLaren, and lasted until his death in 1994. The brand then supported the Ayrton Senna Foundation, extending the relationship to 2004. In that period he became the face of the S/el (Sports and Elegance) line, which combined a sporty case with an integrated bracelet or leather strap.
Collector research by OnTheDash, which tracks race photographs, finds Senna in the cream-dial TAG Heuer S/el Ana-Digi ref. S25.706C from the 1989 Monaco Grand Prix, and in the anthracite-dial S25.206M from late 1989. The same research suggests he alternated between the two through 1990 and wore the S25.206M at Suzuka when he clinched his second title. These identifications are careful reading of photos, not manufacturer statements.
His watch history was not all TAG Heuer. The same research places a Casio digital on his wrist at Toleman in 1984 and a Seiko A828 Speed Master Giugiaro in his Lotus years, so TAG Heuer is the watch he is remembered for rather than the only one he wore.
The 1991 to 1994 TAG Heuer watches
As the early 1990s went on, the watches changed with the product line. OnTheDash reports a TAG Heuer Formula 1 chronograph (ref. 472.513) in his third title season, then an automatic S/el (S89.206) and finally the quartz Series 6000 (WH1151) from mid-1992. The 6000 shows up in photographs through 1993 and 1994.
One personal watch has sold publicly. His S25.706C, which he gave to McLaren chief test mechanic Ron Pellat, was auctioned by Bonhams in 2004 and 2007 for about $69,000. A custom Series 6000 prototype he gave to a TAG Heuer marketing manager shortly before the 1994 San Marino Grand Prix returned to the brand in 2024 and is displayed at its museum.
Senna died on 1 May 1994 after a crash at Imola, driving for Williams. He was 34 and a three-time world champion, and the tributes in watch form that followed are still among the most collected in motorsport.
TAG Heuer Formula 1 Chronograph x Senna (2025)
The newest Senna watch from TAG Heuer is the Formula 1 Chronograph x Senna, introduced in November 2025. It is a special edition rather than a numbered limited edition, according to Monochrome, though TAG Heuer’s own product page also describes it as limited, so check availability before you buy.
| Spec | TAG Heuer Formula 1 Chronograph x Senna (CBZ2081.FT8092) |
|---|---|
| Case size | 44 mm wide, about 14.3 mm thick, 47.3 mm lug to lug |
| Case material | Sandblasted grade 2 titanium with black DLC coating; forged carbon bezel |
| Movement | Automatic calibre 16, 28,800 vph, chronograph with date |
| Water resistance | 200 meters |
| Strap | Yellow rubber with black DLC pin buckle |
| Approximate price | CHF 5,550 at retail, roughly $6,000 to $7,000 depending on market |
Where to buy
Compare the same watch on both sites: eBay for pre-owned and vintage pieces, Amazon for new stock.
TAG Heuer Formula 1 Chronograph x Senna 44mm
Seiko Prospex Speedtimer Alternative
Casio Data Bank Alternative
Prices and availability change; check the listing before you buy.
The design details are drawn from Senna’s racing identity. The carbon tachymeter bezel carries his “S” logo at 12 o’clock, the seconds hand is yellow like his helmet, and the 12-hour counter at 6 o’clock uses the colors of the Brazilian flag. The case back is engraved with the eyes of Senna behind his visor.
A 43 mm quartz companion with an S/el-style bracelet launched alongside it. One report puts that edition at 3,000 pieces, but we could not confirm the number from TAG Heuer.
A short history of TAG Heuer Senna editions
The first Senna watch was the TAG Heuer 6000 Senna Limited Edition. It was the only model Senna helped design and carries a red “S” and chequered-flag motif. Proceeds went to the Ayrton Senna Foundation.
After that, TAG Heuer built a catalogue of tributes, according to its own collector’s guide.
- 2001 to 2004: the Link Senna chronographs, including 1,991 pieces in 2001, 4,098 in 2002 and 2,004 in 2004 for the tenth anniversary of his death.
- 2015: the Carrera Calibre 16 Senna (CBB2010.BA0906) and Formula 1 Senna.
- 2017: Carrera Heuer-01 Senna (CAR2A1L.BA0688), a 45 mm skeleton-dial model.
- 2020 to 2022: Formula 1 Senna Special Editions in automatic and quartz versions, including a May 2022 release in Senna’s original red.
At the top end sits the Carrera Chronograph Tourbillon x Senna, a 44 mm titanium watch with the TH20-09 automatic movement that Motor Sport magazine listed at £33,050.
Senna and TAG Heuer in today’s F1
TAG Heuer came back as Formula 1’s Official Timekeeper in 2025, replacing Rolex, and is the watch partner of Oracle Red Bull Racing. Our Max Verstappen watch article covers the current driver most associated with the brand.
The rest of the grid follows other partnerships. McLaren’s 2025 champion Lando Norris wears Richard Mille, as in our Lando Norris watch guide. For another racing-era Heuer story, read our Steve McQueen Monaco guide and our John Glenn Heuer 2915A article.
Affordable alternatives to Senna’s watches
The Senna look is simple: a sporty chronograph with yellow, green and blue touches, or a 1980s digital. Both are easy to find at normal prices.
TAG Heuer Formula 1 Quartz Chronograph
The most direct route is TAG Heuer’s own Formula 1 range. Quartz models typically cost about $1,500 to $2,500 and share the family look of the Senna editions.
Seiko Prospex Speedtimer
Senna wore a Seiko chronograph in his Lotus years, and today’s Speedtimer solar chronographs run roughly $400 to $700.
Casio Data Bank
For the digital side of his history, the Casio Data Bank range costs about $40 to $80 and brings the 1980s calculator-and-databank feel.
FAQ
What watch did Ayrton Senna wear?
He is best known for the TAG Heuer S/el Ana-Digi (refs. S25.706C and S25.206M) in 1989 and 1990, and the quartz Series 6000 (WH1151) in 1992 to 1994. Earlier in his career, collector research places Casio and Seiko watches on his wrist.
Was Ayrton Senna a TAG Heuer ambassador?
Yes. TAG Heuer says its partnership with Senna ran from 1988 until his death in 1994, and the Ayrton Senna Foundation extended the relationship to 2004.
Which TAG Heuer Senna watch is the newest?
The Formula 1 Chronograph x Senna, launched in November 2025. The 44 mm automatic version (CBZ2081.FT8092) costs CHF 5,550, and a 43 mm quartz edition (CAZ101AX.BA0637) was released alongside it.
How much is Ayrton Senna’s watch worth?
His own S25.706C sold at Bonhams for about $69,000 in 2004 and 2007. Modern TAG Heuer Senna tributes range from roughly $2,000 for quartz models to over $30,000 for the tourbillon.
Did Ayrton Senna design a watch?
He helped shape the TAG Heuer 6000 Senna Limited Edition, suggesting its red “S,” chequered flag motif and leather strap, according to TAG Heuer. It is the only model he is credited with helping to create.
Sources
- OnTheDash: The definitive guide to Ayrton Senna’s watches
- TAG Heuer Magazine: The ultimate collector’s guide to TAG Heuer Senna special editions
- Monochrome: TAG Heuer Formula 1 Chronograph x Senna 44mm review
- TAG Heuer: Formula 1 Chronograph x Senna CBZ2081.FT8092
- Motor Sport: New TAG Heuer Senna watch is engraved with image of the F1 champion