With a figure as iconic as Ayrton Senna, Tag Heuer truly had their work cut out for them when they set off with a plan to design a special edition range of sunglasses inspired by the driver. Tag Heuer, no stranger to the world of competitive racing or Senna himself, having previously paired up with Senna as a Tag McLaren Mercedes driver and Tag Heuer ambassador in 1988, were certainly the right brand to take on this task. The range of sunglasses we're presented with certainly befit Senna's name.0981, 0982 (soon to be posted online, but currently available to order via e-mail or telephone), 0983 and 0984. As if the style and design didn't exude Senna's captivating self enough on its own, it even has his actual signature subtly engraved on the upper right lens.
How cool is that? Even cooler is the fact that in designing this incredibly striking item, Tag Heuer has partnered up with the Instituto Ayrton Senna, or IAS (Ayrton Senna Institute), which is an organisation developed by Senna and his family, officially launched in 1994 several months after Senna's death, dedicated to improving the quality of education on a large scale for children throughout Brazil.The official Ayrton Senna Institution logo can be seen on the side of the outer sunglasses box, confirming that every single sale of these special Tags directly benefits the organisation that was born of Senna's humanitarian concern. It was found that he had donated millions of his personal fortune to help poor children during his life, and once said "If we want to change something, we must start with the children".
So perhaps cool isn't the right word. It's not every day you can buy something that makes you look so awesome while feeling so perfectly wholesome and good. Our kudos to the Sennas and Tag Heuer for this touching collaboration in commemoration of Ayrton Senna's life.