Keeping time on Senna’s intricate relationship with TAG Heuer in Netflix’s “Senna”

“We’re the only [watch] brand that can talk about motorsport as far as we’re concerned,” TAG Heuer’s Nicholas Biebuyck tells me. As the brand’s Heritage Director, Biebuyck oversees one of the most extensive archives in horology. But today, the topic isn’t just Formula 1 or TAG Heuer’s decades-long relationship with motorsport; it’s Ayrton Senna. The Brazilian racing legend, widely regarded as one of the greatest drivers of all time, is the subject of the new six-episode Netflix miniseries dramatizing his tragically short life and enduring legacy. For TAG Heuer, Senna isn’t just an ambassador — their partnership is stitched into the fabric of the brand. So when the production team behind “Senna” asked Biebuyck to loan them authentic ‘80s pieces for the show, he was more than happy to deliver in spades.

“We sent 28 watches,” Biebuyck says, including several two-tone S/EL Chronograph models that were favored by Senna, for actor Gabriel Leone to wear. The collaboration went even deeper when the team revealed a key — fictionalized — plot line in the show centered on Senna’s father gifting him a vintage gold chronograph. “They approached us and said, ‘We want to include this as a major plot point. What would you suggest? Maybe something kind of precious?’” he recalled. Biebuyck, who has sourced watches for blockbusters like “Barbie” and “Ferrari,” landed on a solid gold, pre-Carrera piece from 1955 that resembled a watch Senna’s father may have worn. “There’s a lot of stuff that I’ve acquired over the years specifically for these kind of purposes,” he explained, referring to the 3500-strong collection he manages in the company’s Switzerland headquarters. “So it’s great to see it in use.”

Ayrton Senna, TAG Heuer

Photo by: TAG Heuer

To coincide with the premiere of the series last month, TAG Heuer released a limited edition Carrera Chronograph Tourbillon x Senna timepiece. The late driver’s nieces, Bianca and Lalalli, remain heavily involved in the partnership more than 30 years after their uncle passed away. “They’re not just sitting back and letting us do what we want. They want to have a seat at the table and be part of that conversation — it’s fantastic,” Biebuyck tells me. “It’s one of our most important partnerships that we’ve put together.”

Ayrton Senna, TAG Heuer

Photo by: TAG…