The avant-garde Swiss watchmaker Tag HEUER announces its second collaboration with the Godfather of Streetwear, Hiroshi Fujiwara. Building on the resounding success of his first creation with the Japanese designer and his label Fragment Design in 2018, this new collaboration has given rise to a bold yet minimalist limited edition watch. Reflecting TAG Heuer’s heritage of motor racing and bold design, this new watch incorporates noble finishes and materials, such as a ceramic bezel and a case back in flamboyant red sapphire.

Hiroshi Fujiwara is the founder of Fragment Design, a multidisciplinary label created in 2003. He has since collaborated with some of the biggest and most renowned names in fashion, design and art. Fujiwara is a legendary figure who is known in his native Japan and around the world for his unique approach to hip-hop streetwear. Beyond his influence on contemporary fashion, Fujiwara is
also known for his impact on culture, music and design.

Hiroshi Fujiwara explains: « The re-release of this TAG Heuer piece has enabled me to leave my mark on a strong legacy and create a new one. I wanted to bring a modern and original style thanks to the red case back. It reflects one of the colors of the brand’s logo and also gives it a completely new and contemporary character ».

The watch will be available for pre-order on www.tagheuer.com and in selected TAG Heuer boutiques before going on sale in August.