Last December 2, Tag Heuer took Sao Paulo by surprise by reviving Ayrton Senna on stage through a holographic representation during a press conference held at the Bienal.
For the occasion, Jean-Claude Biver, TAG Heuer CEO and President of the LVMH Watch Division came from Switzerland, to unveil for the first time in Brazil the “Senna Special Edition” watches, and announce the redeployment of TAG Heuer in the country, thanks to Freddy Rabbat, the new local partner of TAG Heuer in the region.
This was the first official visit of Jean-Claude Biver as TAG Heuer’s CEO, demonstrating the importance of the region for the Swiss brand. He was extremely glad to see again the Senna’s family represented by Ayrton’s nephew and niece, motor racing driver Bruno and Bianca. Guests were welcomed by the famous Brazilian Sport TV host, Reginaldo Leme, close friend of Ayrton, who has commented all his races, and who brought some additional memories to the celebration.
Under the impulsion of Jean-Claude Biver who also knows well Viviane Senna, Ayrton’s sister and Bruno’s mother, TAG Heuer teamed up again with the Senna’s Family and created this special collection which will also support the Family’s Institute named after the tri times F1 champion.
Jean-Claude Biver stated: “I’m very proud to reconnect TAG Heuer with Ayrton Senna who was very close to the brand. The Senna Special Edition watches will contribute to support the Senna’s family’s remarkable legacy and charitable work for the kids, because we believe that education is the best way for children to escape poverty, crime and their ghetto. Thanks to education, children can choose a job, make a living and start to get independent from their ghetto and from crime. I’m also proud to redeploy TAG Heuer in Brazil, thanks to our partner and friend Freddy Rabbat. The Brazilian market is very important for TAG Heuer as it represents one of the biggest potential for the brand. Not only because the market is huge, but also because Brazilians like the TAG Heuer style. Ayrton Senna symbolized so many of the brand values: determination, innovation, love for speed, pushing boundaries…”
Ayrton Senna's return to TAG Heuer also marked the reveal of the Senna Collection comprised of four new special-edition timepieces and new dedicated advertising campaign.
- The TAG Heuer Formula 1 Chronograph Senna Edition
- The TAG Heuer Formula 1 Chronograph Senna Edition
- The TAG Heuer Carrera Calibre 16 Chronograph Senna Edition
- The TAG Heuer Carrera Calibre 16 Chronograph Senna Edition
