ON THE WRIST: TAG Heuer Carrera 'Senna' LE Tourbillon & F1 Solargraphs

 

6th September 2025 / TAG Heuer Boutique, Meadowhall, Sheffield

6th Septermber 2025 / Beaverbrooks, Meadowhall, Sheffield

Last November TAG Heuer released the long awaited 'special' Senna watch... the one that Julien Tornare spoke about in that interview with Wei Koh of Revolution Watches... the one that made us think that maybe TAG Heuer were actually about to do something crazy like a new S/EL. Oh how silly did we feel when that proved to be completely wide of the mark?

But our embarrassment turned to shock when we saw the price of this new (not limited) Senna tourbillon, priced as it was with a £12,000 premium over the rest of the range. Of course this was before 'The Great Tourbillon Repositioning' where TAG Heuer decided to increase the prices of all their tourbillon watches by about £10,000 overnight... (oh yes they did).

The logic seemingly being that they weren't selling at £20k so maybe they will sell at £30k. And that's not me being sarcastic, that's literally how the luxury industry operates - make a product more expensive and it appears more exclusive and thus more desirable. I know, crazy, right? But that's literally how it works sometimes... and anyway, any bragging rights TAG Heuer once enjoyed for selling the 'cheapest' Swiss made tourbillon have long since lost their impact, so why not?

Anyway, I must admit I was quite surprised to see the Senna Tourbillon in the Sheffield boutique today and I can't help but feel like I should have been more excited to see it. But honestly I was kinda like, oh look... there's the Senna Tourbillon.... have I seen that before? I can't really remember. 

So I tried it on and, honestly... it didn't do a lot for me. Admittedly I am not the target market as I am not the world's biggest Senna fan and also £33k is way out of my comfort zone. But I've tried on watches way more expensive than this before, so price alone is not a barrier to desire and I don't dislike Senna (I own a Senna Formula 1 quartz after all), so why was I so blasé about it?

When this one came out one of my key criticisms was the choice of blue as the main colour, after all Ayrton was famously Brazilian and while there was a stripe of (very dark) blue around the back of his racing helmet, primarily the colours you most associate him with are green and yellow. But fair enough, I imagine in the development stage TAG Heuer probably tried different colours and decided that blue was a safer bet - no point alienating customers with a garish colour scheme after all. But would it have killed them to include a green or yellow alternate strap?

To be fair, the green and yellow details stand out nicely against the blue base, and despite the 44mm case size the watch wears very well on the wrist. I just can't help feel I should have been way more excited to have it on my wrist, than I actually was.

While I was in the boutique I also spotted the new titanium bracelet shod Formula 1 chronographs, but for some reason I ended up trying on the 'Silverstone' F1 Solargraph, which only really confirmed my suspicion that the green on the bezel and the green on the dial are just miles apart shade-wise and not even the same tone of green. It seems pretty slapdash on a watch at this price point and I'm still not sold on the new cases or the dials, or the hands... or the bracelets.

Apparently they had a couple of the limited edition Monza F1 (the Chrsitmassy red and green one) out the back that were waiting for their new owners to come and fetch them, but I didn't ask to see them. I used to own the original red/green F1 and it was my least favourite of the lot, so I wasn't holding out much hope for the re-issue honestly.

Earlier in the day I did get to try on the newly released 'Monza' Formula 1 and I must admit that was much better. The dial problems remain, but the strap was really nice and the case looks better in red resin that it ever will in stainless steel, in fact it's probably my favourite of all the models they've released so far. 

I'm still pinning my hopes on the yellow/black model being the pick of the bunch, but I now have zero interest in adding any of them to my collection honestly. They just feel a bit 'wrong' to me, like a poorly executed homage, even if the quality is a vast improvement over the originals (as it should be for £1600!).

Hmmmmmm. Apologies to all those people snapping these up and posting them in the THF Forum, it's just my opinion after all... 

Okay, before I go I just wanted to let you know that I have started work on the History of the 1000 Series now. A few people have asked me when I was going to do it, so I've finally put the wheels in motion... and as I suspected delving back into the Heuer catalogues from the early 80s was a bit of a joke, with the 1984 catalogue in particular muddying the waters considerably, to the point where I have to make some executive decisions about what I want to include and what plainly isn't a 1000 Series as we know it.

I've found about seventy watches in all, so it will probably take a little while before it's finished... but at least I've started it now.

VIDEO: TAG Heuer Formula 1 Solargraph by Brent Miller Time

 

VIDEO: TAG Heuer Formula 1 Solargraph by Spending Time Watching Time

 

SPOTLIGHT ON: TAG Heuer's 2025 Releases (Jan/Jun)

Once again we've reached the mid-point of the year and presumably passed the halfway point of TAG Heuer's 2025 release schedule. So it's time to refresh your memory and give you an insight as to what could be in the running for the COCO Watch of the Year award come December.

It's amazing, everywhere you look you hear 'TAG is back', indeed it's become a slogan for TAG Heuer themselves since they took over from Rolex as the official timekeeper of Formula 1. As an aside, if you are an F1 fan, don't you absolutely hate it when people say 'The F1'? Isn't that the dumbest thing you've ever heard? Or am I just an angry old man who hates change and gets upset about the stupidest things?

Well, maybe!

Which is kind of funny because, how can I put this.... everyone loves TAG Heuer's new direction, the endless glassbox Carreras, the new 38mm F1s and.... and.... I just don't! Initially I really wanted to like the new F1s, in fact I was even mentally setting aside the money to buy the red 'Italian' GP one, but having tried on a few of them now, I just find them slightly odd. 

Maybe it's because I've owned a ton of the original models and I'm still hung up on how they 'used to be', but while making them larger seemed like a great idea, it just doesn't seem to have translated somehow. The lume pots are too chunky, the hands are too small and thin, the case around the lugs is just weird and, well, I could go on... the rubber straps are extremely cool, I'll give them that, but I'm not buying a watch just for a cool strap (...again).

So yes, my excitement level this year is pretty low, in fact I'd say right now I'm struggling to think of a watch release this year that I'd actually want to own, save perhaps for the Monaco Gulf. I must admit I do quite like the black/lime Calibre 16 Formula 1, but in person it's not quite as exciting as I'd hoped. I'd rather get an old 500M Aquaracer in the same colour scheme for less than half the money.

Ah yes, money. It always comes back to money doesn't it? But how can it not. Prices are still rising at ridiculous levels and contributors to the THF Forums are one by one switching brands or simply stating that they've bought their last 'new' TAG Heuer. I have to agree. I can't honestly see myself buying anything else at 'full price', unless my circumstances change drastically, not when you see the 'real' market value of the current watches when they appear pre-owned on Watchfinder, etc within a few months. Now that's depressing!  

But, you know, when I got into this hobby I couldn't afford to buy new watches, and then for a while I could (just about) and now thanks to my stagnant wages and TAG Heuer's price rises I can't again. Whatever. Maybe in five years I will be buying a pre-owned 2025 watch at a fraction of the price it cost new? Or maybe thanks to the lunatics in Silicon Valley I'll be looking for food in the bottom of a dumpster while trying to avoid getting shot by security drones... 

Anyway, let's have a look back at what TAG Heuer have presented so far this year:

VIDEO: The TAG Heuer F1 Solargraph is Not Over Priced by Chisholm Hunter

 

VIDEO: TAG Heuer Formula 1 Solargraph by Mitch Lui

 

VIDEO: TAG Heuer Formula 1 Solargraph Watches by Adrian Barker

 

VIDEO: The TAG Heuer F1 Return Has Some Problems by Britt Pearce

 

VIDEO: TAG Heuer Formula 1 Chronographs by Brent Miller Time

ON THE WRIST: TAG Heuer Formula 1 Solargraph

 

Watches of Switzerland / Canary Wharf, London

I haven't really been to any major towns since the new Formula 1 Solargraphs launched a few weeks ago, so I haven't had a chance to try one on until today's visit to Canary Wharf in the financial district of London. I visited on a Saturday afternoon and initially there was no one free so I went next door and sampled the delights of Laderach chocolate. It was pleasant enough, but it reminded me of the 'Swiss Chocolate' you get in Marks & Spencer, nice enough but not worth £10.50 per 100g! 

Sample consumed, I returned to Watches of Switzerland to find the store empty and two salesman vying for my attention. Incidentally, before we go any further regular readers will probably remember that I tried on the new black/blue Calibre 16 Formula 1 chronograph a few weeks ago and I said I wanted to see the black/green version because on the website it looked green in one picture and yellow in another.

Well, I didn't try it on, but Watches of Switzerland had it in the window and it definitely looks green. It's not as bright a green as I would like it to be though, I was kinda hoping it was going to remind me more of those glorious PVD coated Aquaracer 500M models with the green lume, but it's a little more subdued. Still nice and I'm glad it's green not yellow... and I'm not completely opposed to the idea of maybe getting one in the future (once someone else has taken the depreciation). But honestly it would be a lot cheaper to get one of those black/green Aquaracers!

But anyway, back to the WBY1111...

VIDEO: TAG Heuer at Watches & Wonders 2025 by Time & Tide

 

VIDEO: TAG Heuer Formula 1 Solargraph by Bruce Williams

 

FEATURE: TAG Heuer Formula 1 Solargraphs - Pricing

Seems like everybody has an opinion about the pricing of these new Formula 1 Solargraph models, and frankly some of it is plain unrealistic. Unfortunately for TAG Heuer the MoonSwatch set a very low bar when it came to pricing, but at the same time the quality was pretty dismal and when people actually got hands on with them even they were deemed to be 'over-priced'.

Before the new Formula 1s were announced people were talking ridiculous figures, I saw £300 banded about which was a complete joke, no way was TAG Heuer ever going to be selling a Formula 1 of any description for £300. But, said the dolts, at £300 TAG Heuer will clear up, they will sell millions... 

I'm not so sure about that, honestly. The MoonSwatch was a phenomenon, the chances of repeating its success were slim and more likely TAG Heuer would be left with egg on their face and a lot of unsold stock, meanwhile the watches they did sell would likely make very little (if any - bearing in mind selling at scale would definitely involve selling through third parties) profit and that's hardly the business model the Swiss luxury brands aspire to, is it?  

VIDEO: TAG Heuer at Watches & Wonders 2025 by Monochrome Watches

 

FIRST IMPRESSIONS: TAG Heuer Formula 1 Watches (Limited Editions)

Okay. The first thing I wanna say is... why? Why are six of the nine 'launch' models limited editions? I don't get it. In fact, it kinda annoys me. When I saw that they were going to redo the black and yellow model I was immediately drawn to that because if anything that's one of the classic 35mm F1s that I regret selling slightly. However, now I see it's a limited edition and I'm like... why? Granted it's not that limited, but the fact that it is means that I will have to negotiate watch industry bullshit if I want one and the chances are that if I don't make up my mind pretty much immediately there's a risk that I won't get a second chance.

VIDEO: TAG Heuer at Watches & Wonders 2025 by Revolution Watch

 

FIRST IMPRESSIONS: TAG Heuer Formula 1 Solargraph (Standard Models)

As many of you probably know, up until a couple of years ago I had a collection of fifteen of the original 1980s/1990s Formula 1 watches that I eventually decided to sell because a) I developed a taste for Grand Carreras and I needed cash to buy them, b) I felt they were too small for my wrist and c) I was concerned that they were getting old and would cost more to repair than they might be worth. 

Then, having divested myself of all but one (my original 383.513), TAG Heuer teamed up with Kith to produce the KITH Heuer watches and seeing the prices of mint originals rocket, I decided to cash out on that last remaining one, leaving me with no originals for the first time in six years! 

But then it wasn't long before we started hearing rumours about new, larger F1s and then a few months later there was talk of solar movements and now here we are in April 2025 with nine new models announced, albeit only two are actually 'available' straight away with six of the remaining pieces being 'limited editions' that will be released to coincide with certain Grand Prix races throughout the year.

VIDEO: TAG Heuer's 2025 W&W Releases by The Watch Society

 

ON THE WRIST: TAG Heuer Formula 1 Chronographs

 

TAG Heuer Boutique, Milton Keynes 1st February 2025

As I've said before, one of the things I truly love about TAG Heuer is that periodically they re-invent their products, which keeps things fresh and exciting... but doesn't always work for you. So it was with a little apprehension that I headed into the TAG Heuer boutique to try on the brand new Calibre 16 Formula 1 chronographs. After all, this was a big change in design and while I liked the photos I saw, we're all aware by now that the only way to 'know for sure' is to get them on the wrist.

I didn't honestly expect the Milton Keynes boutique to have all five models, and indeed neither the blue or the lime green/yellow (we really can't be sure yet) were available. In fact it seems like both of those watches are 'coming soon' and I was told that the blue one will only be sold in the UK via Beaverbrooks and Beaverbrooks owned TAG Heuer boutiques, while the yellow/lime green one will only be sold by Goldsmith/WOS/WOS owned TAG Heuer boutiques. 

FIRST IMPRESSIONS: TAG Heuer Formula 1 Calibre 16 Chronographs

 

Over the last few years it has become painfully obvious that TAG Heuer's 'Formula 1' range was starting to get a little tired. The current WAZ/CAZ case was introduced way back in 2015, and while there have been numerous updates and minor refreshes it really was starting to feel like it needed a proper overhaul. Last year's collaboration with the American clothing brand 'Kith' caused a whole lot of interest in the 'classic' Formula 1 and it feels like TAG Heuer have jumped at the opportunity to update with a new 'classic' 38mm three handed Solargraph expected at April's Watches & Wonders alongside this line up of Calibre 16 chronographs which was revealed about ten days ago.

While I did praise last year's Calibre 16 F1 chronographs as nice looking watches, the truth is they were incredibly safe and simply didn't have that certain something 'extra' to make them a 'must-buy' rather than another 'nice' watch in a sea of 'nice' watches. Thankfully it seems TAG Heuer have taken the plunge and produced something genuinely new here, which is absolutely to be applauded. After all the watch world is absolutely drowning in 'heritage' this and 'vintage' that and the Formula 1 was never supposed to be anything but fresh and forward looking. 

Yes, I know... the irony!