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
POSTED 11 Jan 2015
S/el

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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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
POSTED 09 Dec 2012
The Personal Watch Collection of Ayrton Senna
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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
POSTED 27 Jan 2010
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
POSTED 21 Oct 2009