"When I reach those limits, I am willing to overcome them and establish new ones. I do not know how far I can go. I have an understanding of what I’m doing but do not know how far it can take me."

Before Ayrton Senna came along, no other pilot had brought so much talent and panache to the world of Formula 1. Three world champion titles in 1988, 1990 and 1991, 41 Grand Prix victories, 65 pole positions, "Magic Senna" was considered by his peers as one of the greatest drivers of all time.

His ferocious battles against fast and tenacious opponents often took Homeric proportions and helped establish the Brazilian pilot's legendary status. An astonishing career dramatically cut short on May 1, 1994, on the Imola circuit in Italy, at the age of 34, when he suffered a fatal crash. He lost the control of his single-seater and collided into a concrete wall. Ayrton Senna, a modern hero of Greek tragedy.


Ayrton Senna's driving career began at a very young age in the world of karting, becoming the South American Kart Champion at the age of only 17 in 1977.
In 1981, he chose to leave Brazil and his family to move to the UK to gear up his promising career.

There, he very quickly forged a solid reputation, claiming his first Formula 1 win at the Portuguese Grand Prix on April 21, 1985, after demonstrating his driving skills in atrocious weather conditions. In 1988, he moved to the McLaren team where his career flourished: he obtained his first world championship and earned the nickname of "Magic Senna". Ayrton Senna would go on to win the world championship in 1990 and 1991. A race with the brilliant Brazilian at the wheel was always electric. Brazil 1991. An epic race that Senna had to win, after 4 fruitless years. His car faced a string of mechanical problems, and had only 2 gears left during the whole second half of the race. Nevertheless, Ayrton kept the pole position of the race, literally holding his car together. The rain poured down, making the track slippery and dangerous. Still, Ayrton kept the pole position of the race. At the chequered flag, he knew that he had at last won. He was exhausted. He had to be helped out of the cockpit to climb onto the podium and brandish his trophy on his home circuit. Legendary. And if Monaco is tightly bound to its Princes and Princesses, it has found its king in Ayrton Senna. He is remembered as “the King of Monaco”, thanks to his 6 victories in a row at the Grand Prix. A record that no other pilot has been able to beat until today. Throughout his career, Senna reinvented a whole new vocabulary of superlatives. Fastest, most agile, smartest... and records that he broke each time. An intuitive driver, known as the fastest man on the track, he transformed the world of motor racing forever.. His tragic death shook the entire world. His motivation to win, to push himself and his car to the limits, and his exceptional powers of concentration in the face of intense pressure have shaped his legend. He was the face of the first #DontCrackUnderPressure campaign in 1991 and, today more than ever, he is the perfect embodiment of this state of mind.



For more than 150 years, TAG Heuer has faced down every challenge, and then pushed past it. By defying the time-honored conventions of Swiss watchmaking, it has led it to ever higher levels of precision and performance. It makes its own rules, chooses its own path, never quits moving forward, never compromises, never cracks under pressure, just like its ambassadors.