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 happy to 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 indispensab...