Hiroshi Fujiwara is the embodiment of the streetwear culture today. Keying his name on Google search will reveal “Hypebeast” at the top of the list. He is a Japanese designer who founded streetwear label Fragment Design, musician, a streetwear influencer and (evidently on his Instagram) a watch aficionado.

Introducing TAG Heuer x Fragment Hiroshi Fujiwara Carrera Heuer 02

As a man of his background, the only way to approach a project is how he does it every time: with a unique vision. Fujiwara participated in collaborations with renowned brands such as Nike, Jordan Brand, streetwear juggernaut Supreme, as well as artists like Takashi Murakami and KAWS. And now, Fujiwara and his cult label Fragment Design are joining hands with TAG Heuer, bonded by their distinctive avant-garde style, to bring back the 1960s Carrera ref. 2447 NT in a 500-piece limited edition.

Hiroshi Fujiwara handpicked the original TAG Heuer Carrera from 1963, a model designed by young Jack Heuer to adapt and transform into a Fragment-style masterpiece. The iconic watch was immediately apparent to Fujiwara as the chosen one after learning about the history of the TAG Heuer Carrera. It represented a giant leap in the realm of wrist-worn chronographs thanks to the design of the dial – which was made even more successful due to the improved legibility it imbues.

For the collaboration, the new Carrera ref. 2447 NT features TAG Heuer’s own Heuer 02 movement within a 39mm stainless steel case, with Fujiwara’s Fragment name and logo on both the dial and the sapphire caseback.

“We created something people are not necessarily expecting to find in TAG Heuer’s current collection,” he said. “There aren’t many new watches I’d want, but I’m sure about this one!”

As a nod to his fashion roots, the watch will be sold with a choice of two straps: a large alligator “powerstrap”, and a black and grey woven Nato strap. A more subtle detail is the use of cream-coloured lume on the hands and hour markers, referencing Fujiwara’s love for vintage timepieces, making it a true Hiroshi Fujiwara original.

TAG Heuer Carrera Heuer 02 by Fragment Hiroshi Fujiwara Tech Specs and Price

Movement: Self-winding TAG Heuer Calibre Heuer 02, 80-hour power reserve
Case: 39mm stainless steel; water resistant to 100m
Strap: Black alligator strap and Black and Grey Nato strap
Price: SG$11,400