TAG Heuer’s Heritage Director Nicholas Biebuyck discusses the brand's bond with the three-time F1 World Champion Ayrton Senna and diving into the archive to find period-correct timepieces for the six-part series.
“We’re the only 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.
” Ayrton Senna, TAG Heuer Photo by: TAG Heuer In fact, Senna remains TAG Heuer’s longest-running ambassador. The relationship began in 1988 when he joined McLaren, a team deeply intertwined with the watchmaker. 'It was a match made in heaven,' Biebuyck says. 'It was the beginning of the MP4/4 , which would go on to become one of the most beautiful Formula 1 cars of all time.
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