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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. 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.
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.
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 case back.
“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!”