Tag Heuer

The latest creation by Japanese designer and pioneer of streetwear Hiroshi Fujiwara is a reinterpretation
of the iconic TAG Heuer Carrera

 

Tokyo, Japan – 20 November 2018: Hiroshi Fujiwara could only approach his latest collaboration the way he approaches every project: with a unique vision and the sole objective of creating something he loves.

Following brand collaborations that became iconic fashion references and recent ventures such as the POOL Aoyama and THE CONVENI concept stores, the internationally renowned Japanese streetwear designer, influencer, musician and founder of Fragment has designed a brand new outfit for the iconic TAG Heuer Carrera.

As both brands share a truly disruptive avant-garde spirit, Hiroshi Fujiwara’s Fragment joined forces with TAG Heuer to redesign the Carrera.

“Hiroshi Fujiwara is the ideal partner to reinterpret this iconic model,” said non-executive chairman of the LVMH watchmaking division, Jean-Claude Biver. “We were more than happyto give him complete freedom with the design.”

After an initial meeting and a deep dive into the product archives of the manufacture, the designer learned about the history of the TAG Heuer Carrera. The chronograph has occupied pole position in the world of motor racing for 55 years, and the collection takes its name from the legendary week-long Carrera Panamericana road race held in Mexico during the 1950s. With competition in its DNA, the first TAG Heuer Carrera chronograph, designed in 1963 for drivers, was an immediate international success thanks to the revolutionary design of its dial. For the first time, the ring securing the dial on the case featured the indispensable seconds scale, resulting in a larger display and improved legibility. Its specifications were based on well- established rules for ergonomics and clarity: the ridged crown enabled daily winding by hand, the push buttons were easy to move, and the broad, minimalist dial featured clear indexes and subdivisions, and slightly recessed counters.

This original model from 1963 was the very model chosen by Hiroshi Fujiwara as the model to adapt and transform into a Fragment-style masterpiece.

“We created something people are not necessarily expecting to find in TAG Heuer’s currentcollection,” commented Hiroshi Fujiwara. “There aren’t many new watches I’d want, but I’msure about this one!”

The TAG Heuer Carrera Heuer 02 by Fragment Hiroshi Fujiwara stays true to the brand’scommitment to its Swiss avant-garde spirit with a Calibre Heuer 02 automatic manufacture movement at the heart of the model.

The watch features a new powerhouse strap design in black and an additional black and grey NATO strap is included in the display case. Three black counters with lacquered white hands adorn the black dial: a minute counter at 3 o’clock, a permanent second subdial at 6 o’clockand an hour counter at 9 o’clock. Beige indexes and rhodium-plated hour and minute hands with beige SuperLuminova® complement the sleek black dial, which also features a silver flange and the famous signature logo at 12 o’clock. The shimmering 39 mm stainless-steel case has a special stainless-steel screw-down sapphire caseback, specially engraved with its limited-edition number.

A true Hiroshi Fujiwara original – as much a celebration of Japanese design as it is of its own disruptive design pedigree –, the TAG Heuer Carrera Fragment opens a new chapter in the ongoing TAG Heuer Carrera saga.