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Bianca Senna watch 2 LD.jpg

TAG Heuer breathed new life into one of motorsport’s most enduring legends when racing driver legend Ayrton Senna appeared as a hologram at a star-studded launch in downtown Barcelona, Spain.

The event was organized by Ayrton Senna’s niece Bianca Senna to celebrate the 30th anniversary of the Swiss brand’s partnership with the McLaren Formula 1 team, and included appearances from double world champion and McLaren-Honda driver Fernando Alonso. Endorsed by the Senna family for the occasion of the launch of the Senna collection with TAG Heuer, the hologram of Ayrton Senna was a world premiere. It recreated Senna in classic racing attire, dressed in overalls and with his helmet held beneath his arm.

Using a sample of archived audio, Ayrton glances at his watch before addressing the audience:

“I just love racing. I just love the challenge of beating somebody else. When you are under a lot of pressure, the objective is to be the one that can put together the combination of aggression and calculation that will get the best result. And, more than anything, you need a very clear mind to understand exactly when to be aggressive and when to be calculating. To win the championship, you need the combination of those elements.”

Ayrton was ‘joined’ on-stage by Spanish hero Fernando Alonso, who spoke about his memories of growing up watching the Brazilian. Fernando also explained the feelings he experienced when, earlier this year, he achieved a childhood dream and drove Senna’s most successful car, the 1988 McLaren-Honda MP4/4, at the Circuit de Barcelona-Catalunya.

“I grew up watching Ayrton race – he was my idol. And I still vividly remember seeing those iconic red and white McLarens battling at the head of the field during the 1980s and ’90s – it’s one of my earliest memories of Formula 1, and it remains a formative experience for my own desire to race. To be able to sit inside one of Ayrton’s cars was a genuinely moving experience; to do it in the very chassis with which he won his first world championship – one of the most iconic and successful cars in F1 history – was simply incredible. Thank you TAG Heuer for making this unforgettable moment possible.” Fernando Alonso

Fernando’s drive in the MP4/4 was captured for a promotional film, and was shown to the audience during the event. The footage includes him battling teammate Jenson Button, who drove this year’s McLaren MP4-30, the car that reunites McLaren, Honda and TAG Heuer for the first time in 25
years.

TAG Heuer Carrera Calibre 16 Chrono Senna CBB2010.BA0906 2015 LD.jpg

TAG Heuer Carrera Calibre 16 Chrono Senna Back CBB2010.BA0906 LD.jpg


Ayrton Senna's return to TAG Heuer also marked the first shoeing of the Senna Collection; four new special-edition timepieces and a new dedicated advertising campaign. Each watch features the famous stylized Senna ‘S’ in red lacquer, on the dial, case back and bezel, complete with a tachymeter scale, giving the timepiece real racing spirit. The ‘Legend’ bracelet, with its S-shaped links, also makes a return – it’s the same style worn as by Ayrton but redesigned and rounded for optimum comfort.


The Senna Collection

TAG Heuer_Ayrton_Senna_ADVERT_2015 LD.jpg


The TAG Heuer Formula 1 Chronograph Senna Edition

A 43mm-diameter quartz chronograph measuring to the nearest tenth of a second and with date function. Anthracite grey dial, three counters and elegant touches of ‘Legend’ red to give it the racing spirit – the same red as the famous stylized Senna ‘S’, on the dial, case back and bezel, complete with a tachymeter scale. The timepiece is completed by the famous ‘Legend’ steel bracelet to give a unique exclusive style touch of the Senna brand. Ref: CAZ1012.BA0883

The TAG Heuer Formula 1 Chronograph Senna Edition

A 43mm-diameter quartz chronograph measuring to the nearest tenth of a second and with date function. Also available with a black dial, three counters, and touches of yellow and green – a reference to the colors of Ayrton’s racing helmet, which are also the national colors of Brazil. Ref:
CAZ1013.BA0883


The TAG Heuer Carrera Calibre 16 Chronograph Senna Edition

A 44mm-diameter automatic chronograph with date function. Anthracite grey sunray dial and three counters. The watch also features the famous stylized Senna ‘S’ in red lacquer, on the dial, case back and bezel, with a tachymeter scale. Elegant touches of ‘Legend’ red, the same shade as the Senna ‘S’, also accentuate the watch's racing spirit and Senna brand´s performance style. The timepiece is completed by the ‘Legend’ steel bracelet. Ref: CBB2010.BA0906

The TAG Heuer Carrera Calibre 16 Chronograph Senna Edition

A 44mm-diameter automatic chronograph, available in an ultra-light black titanium version, equipped with a rubber strap with a dynamic tire-tread design. Ref: CBB2080.FT6042

Watch the Ayrton Senna hologram footage

 

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The TAG Heuer Carrera Calibre 16 Chronograph Senna Edition

A 44mm-diameter automatic chronograph with date function. Anthracite grey sunray dial and three counters. The watch also features the famous stylized Senna ‘S’ in red lacquer, on the dial, case back and bezel, with a tachymeter scale. Elegant touches of ‘Legend’ red, the same shade as the Senna ‘S’, also accentuate the watch's racing spirit and Senna brand´s performance style. The timepiece is completed by the ‘Legend’ steel bracelet. Ref: CBB2010.BA0906
Wow I really like the look of this watch. Have anyone seen it in the flesh, is the bracelet like the link bracelet of very different?
 

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Wow I really like the look of this watch. Have anyone seen it in the flesh, is the bracelet like the link bracelet of very different?
It's the Link bracelet.
 

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OK, I could not resist the Carrera with Link bracelet. Best of Both Worlds!! And it is not the flimsy Link bracelet as of late, but the 2008 thick one!
Great shot! I saw this in the Tag Boutique and am considering replacing my current bracelet on the Link I have with this one if it fits. The new bracelets aren't flimsy, just flat and a bit sterile. This version has more depth, its more curved and heavier, I prefer the Senna. Great photo!
 

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I watched that San Marino Grand Prix on TV as a kid and saw him die at the Tamburello corner. I burst into tears.

Also, don't forget Ratzenberger who died during qualifications.

F1 used to be a matter of life and death.

RIP Gladiators
 
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