Fragment’s Hiroshi Fujiwara has collaborated with Tag Heuer on a 500-piece limited edition timepiece
It has truly been the battle of the fittest in recent years, as heritage brands have been struggling to keep up with the age of disruption, whether it be navigating the world of social media, deciphering what today's customers want, or simply finding a coherent, meaningful language that speaks to today's socially conscious millennials. Play your cards right, and you'll have a mega-hit on your hands, like the Supreme x Louis Vuitton drop last year. Or presumptuously believe that the world needs to get in line with your message and not the other way round, and see it plummet like Dolce & Gabbana.
Unlike fashion's fast-moving landscape, the majority of Swiss watchmakers have been slower on the uptake, and have steered their brands safely on the roads well-trodden, while making a little detour or two. But some, like Tag Heuer, have wholeheartedly embraced a new approach, while never losing sight of their strong identity. Once a sleeping brand, Tag Heuer gained a shot of rejuvenation a few years ago with partnerships with the likes of Cara Delevingne, Chris Hemsworth, Bella Hadid, Manchester United and more.
The watchmaker once again strikes gold with a collaboration with king of streetwear, Hiroshi Fujiwara of Fragment fame. The TAG Heuer Carrera Heuer 02 by Fragment Hiroshi Fujiwara is the stuff hypebeast watchmaking dreams are made of – a legendary chronograph outfitted in cool accents and sporty-chic design details that'd impress even the most jaded of collectors.
Fujiwara derived his inspiration from the original Carrera, conceptualised in 1963 by Tag Heuer scion Jack Heuer himself. The Japanese multi-hyphenate remained true to the classical details of the driver's watch, including the numbered tachymeter scale on the outer rim, the baton hands (coated with SuperLuminova for this edition) and the legibility of the watch's functions. Three sundials sit in recessed counters, with the indications in white contrasting starkly against the black dial. The only signs of the partnership are Fragment's signature double lightning bolt sitting above the Carrera Heuer logo, and the word "Fragment" between four and five o'clock.
A further indication that this is no ordinary Tag Heuer is the black powerhouse alligator strap, that emulates a cuff. For daily use, however, the watch also comes with an alternative black and grey Nato strap.