The TAG Heuer S/el was launched in 1987 with a design that was intended as much for the water as it was for the Boardroom. The distinctive part of the S/el was its linked bracelet, a feature which does somewhat date the watch back to the 1980s.

The S/el was the favourite watch of Ayrton Senna, who wore his digital/ analogue S/el on a tan leather strap.


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TAG Heuer S/el- The Ultimate Collectors Guide

The TAG Heuer S/el came to symbolise the revival of TAG Heuer in the late 1980s/ early 1990s as the first watch in a new generation of models. The brand had suffered from a lack of investment during the Piaget/ Lemania years and it was only when TAG acquired Heuer in 1985 that we began to see new ideas and… Read More

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Gerhard Berger and TAG Heuer

Gerhard Berger is one of the more engaging Formula 1 personalities of the last 30 years. A very fast and capable driver in his own right, Berger always seemed to have the right balance between being 100% focused while in the car and being 100% focused on enjoying life when he was out of the car. After his driving career finished, he… Read More

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The Personal Watch Collection of Ayrton Senna

Had it not been for that fateful weekend at Imola in 1994, Ayrton Senna would have turned 52 a couple of weeks ago. One of the first stories written on Calibre 11 back in 2009 was an overview of the Senna TAG Heuer Limited Editions, a post that is still popular, no doubt thanks to the renewed interest in Senna’s… Read More

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McLaren TAG Heuer Box Set

In January of this year, I posted an article on Calibre 11 about the various McLaren- branded TAG Heuer watches released over the last few years, which you can read here. 1998 was a special year for McLaren, as it produced their first Drivers and Constructors World Championships since Ayrton Senna supported by Gerhard Berger triumphed in 1991. In fact,… Read More

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The TAG Heuer McLaren Watches

TAG Heuer and the McLaren F1 team have had a long association, not just through common ownership (TAG formerly owning both TAG Heuer and 50% of what was called McLaren International; Ron Dennis of McLaren being a shareholder in TAG Heuer), but also through TAG Heuer’s sponsorship of the McLaren F1 team. In the mid-late 1990s McLaren was undergoing a… Read More

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TAG Heuer Ayrton Senna Watches- The Ultimate Collector’s Guide

For better or for worse, watch ambassadors have become an indispensable part of the marketing landscape these days. Some of them have a genuine affinity with the brand they’re representing, some see their watch deal as just another in their portfolio of brand endorsements. While the ambassador concept has begun to wear a little thin in some markets, I have… Read More



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