STORIES Portrait of a trendsetter: Hiroshi Fujiwara for TAG Heuer

In the world of fashion and design, few people have shaped the zeitgeist like Hiroshi Fujiwara. A musician, designer, and creator, the Japanese artist has become a true trendsetter in a few years, capable of transforming every collaboration into a cultural phenomenon. From Tokyo to the international stage, his unusual career path naturally led him to cross paths with TAG Heuer. It was far from a chance encounter, as both share the same avant-garde vision of time and style.

Whether in the world of underground music or in that of Tokyo streetwear, Hiroshi Fujiwara has always been ahead of the trends. Bridging the worlds of art, fashion or design, he reinvents the rules to the point that many consider him the “godfather” of streetwear: a figure whose influence extends far beyond Japan’s borders, and whose every initiative becomes a cultural marker.

In 2003, he created his own design label, “fragment”. A platform for collaboration, “FRGMT” blurs the boundaries between fashion, music, art, and technology. Its minimalist aesthetic and logo—a lightning bolt—have become symbols of global street culture. For Hiroshi Fujiwara, each collaboration is a way of communicating with other worlds without ever losing the essence of his signature style. His collaboration with TAG Heuer is very much in keeping with this spirit.

In 2018, the Maison entrusted Hiroshi Fujiwara with the codes of one of its most iconic models: the TAG Heuer Carrera. The designer took this 1960s icon and reinterpreted it in his own way. The result ? The TAG Heuer Carrera Heuer 02 x fragment design, a 39 mm chronograph with a sleek, minimalist black design, faithful to its vintage heritage while exuding a resolutely contemporary spirit. Limited to just 500 pieces, this first collaboration marks the union of two visions of timekeeping: that of a Swiss watchmaker and that of a cultural architect, both guided by the quest for timelessness.

Two years later, the creative conversation continues with the TAG Heuer Formula 1 Heuer 02 x fragment design. Fujiwara delivers a radical interpretation: a 44 mm case, absolute monochrome, striking red details, and a transparent sapphire crystal case back. This limited edition of 500 pieces affirms the maturity of the dialogue between TAG Heuer and the Japanese designer. Together, they prove that between heritage and innovation, style is not a question of era. It’s a question of attitude.

And the new TAG Heuer Carrera Chronograph x fragment Limited Edition proves it once again.

Also limited to 500 pieces, this model reinterprets the signature glassbox design through minimalist fragmentation, blending sporting heritage with contemporary elegance. Its opaline black dial, curved white flange, and personalized date disc discreetly evoke the FRGMT lightning bolt, while the beads-of-rice steel bracelet and black PVD central links combine vintage structure with modern precision. At its heart, the in-house Calibre TH20-00 offers 80 hours of power reserve, visible through a sapphire case back revealing the blackened TAG Heuer and fragment motifs, framed by the “Victory Wreath” — a tribute to Jack Heuer’s tradition of presenting TAG Heuer Carrera watches to victorious drivers, anchoring this piece in racing legend.

Fujiwara and TAG Heuer exemplify two modern entities where timelessness meets innovation. Their association is not just a project: it is an ongoing dialogue, promising new perspectives for the future. The Swiss brand has established itself as a key player on the contemporary scene, capable of influencing cultural discourse. With Fujiwara, it demonstrates its ability to remain at the forefront of current events while constantly reinventing its image.