The La Chaux-de-Fonds watchmaker returned to Brazil last December. On this occasion, it paid homage to Formula 1 driver Ayrton Senna, who was a keen follower of the brand.
In an emotionally charged atmosphere, a hologram of the Brazilian legend appeared on stage, momentarily bringing him back to life. Bruno and Bianca Senna, the nephew and niece of the racing driver, also attended this event.
Making an appearance on this occasion, Jean-Claude Biver, CEO of TAG Heuer and president of the LVMH Watch Division, unveiled four new timepieces in the “Senna Special Edition” series. He also announced the brand’s deployment in Brazil in collaboration with Freddy Rabbat, a local partner. This new collection will support the “Instituto Ayrton Senna” foundation, a charity which works to improve the lot of underprivileged children in Brazil.