Exploring Senna’s Relationship with TAG Heuer in Netflix Documentary

ving away TAG Heuer watches as gifts, his eyes light up. “Yes! One of the nicest Senna stories is when he won the first Monaco Grand Prix with TAG Heuer. It’s well-documented that he was gifted the TAG Heuer Monaco that he wore on the podium when he was splashed with champagne,” he reveals. The relationship was so interconnected that, in 1991, when Senna left McLaren for Williams-Renault, the Swiss brand went with him. TAG Heuer designed a custom-made, carbon fiber dial S/el model that matched the colors of his new team. “Whether it’s Williams, which was the blue, yellow, and red — or McLaren, which was the chrome — we’ve been able to marry his career and the watches very well together.”
Overall, Biebuyck views the miniseries as an affirmation of the brand’s long-standing connection with Senna. “We want to celebrate the life of one of our greatest ambassadors from the world of racing,” he says, looking proudly at the timepieces displayed in front of us. “We really see it as a legacy move for the brand.” That legacy continues with the watches themselves — timeless pieces embodying Senna’s spirit, crafted by a brand that knows how to keep perfect time.