# Time doesn't stop at Interlagos: TAG Heuer turns the nostalgia of Senna into the speed of the future

As the engines warm up for the São Paulo Grand Prix, the real motorsport spectacle goes beyond the asphalt of the track to celebrate precision, luxury and the emotional memory of speed.

- Section: Automotive
- Published: November 3, 2026
- Address: https://ceoone.com.br/en/article/time-doesnt-stop-at-interlagos-tag-heuer-turns-the-nostalgia-of-senna
- Em português: https://ceoone.com.br/artigo/o-tempo-nao-para-em-interlagos-a-tag-heuer-transforma-a-nostalgia-de-s.md

![Close-up of the black dial of the TAG Heuer Formula 1 Senna, with a yellow hand and a subdial in the green, yellow and blue stripes of Senna's helmet](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/o-tempo-nao-para-em-interlagos-a-tag-heuer-transforma-a-nostalgia-de-s-foto.webp)

Photo: Courtesy of TAG Heuer

## Key points

- TAG Heuer, official timekeeper of Formula 1, holds a private celebration for guests on November 3 at 033 Rooftop, in the JK Iguatemi complex, during the São Paulo Grand Prix week.
- The night celebrates the partnership with Ayrton Senna, which began in 1988, with a replica of his car and his original race suit and helmet.
- The watches on display include the 44 mm Formula 1 Chronograph x Senna, automatic and in titanium, and the 43 mm quartz model with the S/EL bracelet.

To mark the week of Brazil's main motor race and celebrate its role as official timekeeper of Formula 1, TAG Heuer holds a private celebration for guests on November 3, 2026, at the renowned 033 Rooftop, in the JK Iguatemi complex. The gathering brings together a select group for an immersive experience that connects the tradition of Swiss fine watchmaking to the adrenaline of the track, joining the exclusive experiences that fill São Paulo in the days leading up to the race.

With a touch of pure reverence for the history of the sport, the high point of the night celebrates the long-standing partnership that began in 1988, the year of Ayrton Senna's first world title, combining a replica of his car and his original race suit and helmet with an exhibition of the striking pieces dedicated to the legend, among other models from the brand. Among the highlights on display is the 44 mm Formula 1 Chronograph x Senna, powered by an automatic movement (Calibre 16), with a lightweight titanium case with black DLC coating, a forged carbon bezel and a custom deep blue box with three stripes and an inner travel case.

![TAG Heuer Formula 1 x Senna watch with a black case, a carbon bezel bearing the Senna name and a yellow rubber strap](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/o-tempo-nao-para-em-interlagos-a-tag-heuer-transforma-a-nostalgia-de-s-senna-44.webp)

Formula 1 Chronograph x Senna, 44 mm. Photo: Courtesy of TAG Heuer

Also in the spotlight, the 43 mm quartz model reinterprets the classic S/EL bracelet in steel with fluid links, with a black sunray dial, an aluminium tachymeter bezel and a blue box with a yellow cushion. In this way, the Swiss brand reaffirms its racing heritage and its reverence for the immortal legacy of one of the greatest icons of world motorsport.

![TAG Heuer Formula 1 Senna watch with a linked steel bracelet, a black bezel bearing the Senna name and a black dial](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/o-tempo-nao-para-em-interlagos-a-tag-heuer-transforma-a-nostalgia-de-s-senna-43.webp)

Formula 1 Senna, 43 mm, with the S/EL bracelet. Photo: Courtesy of TAG Heuer

![Steel caseback of the watch engraved with Senna's helmet and the words Special Edition and One of 3000](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/o-tempo-nao-para-em-interlagos-a-tag-heuer-transforma-a-nostalgia-de-s-senna-43-fundo.webp)

The engraved caseback of the special edition. Photo: Courtesy of TAG Heuer

## Sources and editorial notes

- Information and reference image: TAG Heuer press office

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