Tag Heuer’s Street Cred

A limited new collaboration with artist and icon Hiroshi Fujiwara.

By Terry Christodoulou 28/07/2020

Tag Heuer has collaborated with Fragment Design founder and noted ‘Godfather of Harajuku’, Hiroshi Fujiwara, reinterpreting the Swiss watchmaker’s signature C-case models of the ‘60s and ‘70s.

In what is the pair’s second coming together, the new timepiece adopts Fujiwara’s minimalistic style by stripping the racing inspired piece to its essentials – drawing the eye to the iconic tachymeter while also clearing the dial of embellishment.

Typical of Japanese streetwear there’s also lots of black – such as the black opaline dial featuring two black embossed sub counters at 3 and 9 o’clock.

The contrasting white logos and red indexes provide the only counterpoints on the face, along with the red lacquered central hand giving the dial an extra pop.

Coming in at 44mm, the watch is fitted with the Heuer 02 movement boasting an automatic column-wheel chronograph movement capable of 80-hour power reserve all visible through a red sapphire case back.

It’s here that the Fragment Design logo lands with each piece engraved with a unique limited-edition number – the piece limited to just 500.

The stainless-steel watch is strapped to the wrist by a unique five-row steel bracelet and butterfly folding clasp.

“Redesigning this TAG Heuer chronograph timepiece gave me the opportunity to use an existing legacy to create a new one,” explains Fujiwara. “I gave the design a modern and exceptional flair with the red case back, which reflects one of the brand’s logo colours and also gives it a completely new and evolved character.”

The new piece is now available from select Tag Heuer boutiques or online.

$8900; tagheuer.com

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