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TAG HEUER collaborates on new motor racing inspired limited edition timepiece with fragment designs hiroshi fujiwara

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The TAG Heuer x Fragment Design Heuer 02 chronograph is a collector’s piece limited to only 500 units which sports a daring red sapphire case back and is fitted with the outstanding manufacture Heuer 02 movement, which boasts an impressive power reserve of 80 hours.

TAG HEUER collaborates on new motor racing

inspired limited edition timepiece with fragment designs hiroshi fujiwara

La Chaux-de-Fonds, Switzerland – 18 June 2020: The avant-garde Swiss watchmaker has revealed its second collaboration with the Godfather of Streetwear, Hiroshi Fujiwara, with a one-of-a-kind design equipped with a manufacture movement, the Calibre Heuer 02. Building on the resounding success of its first creation with the Japanese designer and his Fragment Design label in 2018, the latest collaboration has resulted in a bold yet minimalistic limited-edition novelty – a pure reflection of TAG Heuer’s motor-racing heritage and bold design principles, with high-end finishes, a ceramic bezel and a fiery red sapphire case back.

Introducing a globally influential designer, musician and watch lover

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 celebrated in his homeland of Japan and around the world for his unique take on hip-hop streetwear. Beyond his legacy in contemporary fashion, Fujiwara is also known for his impact on mainstream culture, music and covetable design.

Fragment Design makes its mark on the TAG Heuer chronograph

The latest collaboration between the two brands has created a daring reinterpretation of TAG Heuer’s signature motor-racing-inspired C-case models from the 1960s and 1970s, a case shape also found in TAG Heuer’s present-day collections.

Hiroshi Fujiwara explained: “Redesigning this TAG Heuer chronograph timepiece gave me the opportunity to use an existing legacy to create a new one. 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”.

Franck Touzeau, TAG Heuer Vice President Creation & Product, added: “Hiroshi Fujiwara’s reinterpretation of TAG Heuer’s C-case chronograph is an ideal mix of celebrated legacy and avant-garde design. The TAG Heuer x Fragment Design Heuer 02 chronograph is everything that today’s watch aficionado desires in a timepiece: pure and innovative technology, eye-catching and stylish appearance and remarkable heritage”.

Minimalistic style that focuses on the timepiece’s most noteworthy essentials

Echoing his superbly proportioned and minimalistic style, Fujiwara strips the watch’s architecture down to its bare essentials, emphasising the iconic tachymeter scale on the bezel and clearing the dial of all extraneous embellishment. The black opaline dial has two black embossed subcounters at 3 and 9 o’clock. The black contrasts with white lettering and logos – including “FRAGMENT” between 4 and 5 o’clock – and a simple date window at 6 o’clock. The only counterpoints to the high-contrast composition are the red indexes and the red lacquered central hand, which give the dial an extra pop. The result is a bold and elegantly sparse 44 mm timepiece that is effortlessly easy to read at top speeds.

On the case back, the two-counter architecture of the in-house Heuer 02 movement is partially obscured and made even more eye-catching thanks to a circular red sapphire crystal window. The automatic column-wheel chronograph movement is a worthy centrepiece; exceptionally precise and boasting an 80-hour power reserve, it demonstrates TAG Heuer’s continued mastery of watchmaking design and engineering. The red sapphire case back features the unmistakable logo of Fragment Design, and each piece is engraved with a unique limited-edition number from 1 to 500.

The Fujiwara design also includes an exclusive new feature: a five-row steel bracelet with a butterfly folding clasp. It is finely polished and brushed to catch the light with every movement of the wrist.

The watch will be available to pre-order from www.tagheuer.com and in select TAG Heuer boutiques before going on sale on July 27th, 2020.

In a numbered run of only 500 pieces, the TAG Heuer x Fragment Design Heuer 02 is a true original grounded in rich history. A testament to Hiroshi Fujiwara’s sense of design and TAG Heuer’s disruptive motor-sport legacy, it is a collector’s timepiece of the first order.

TAG Heuer x Fragment Design (44 mm)

Calibre Heuer 02 Automatic Chronograph

Reference CAZ201A.BA0641



Calibre Heuer 02 Automatic


Black opaline dial

Two counters:

– 3 o’clock: black embossed minute chronograph counter

– 9 o’clock: black embossed hour chronograph counter

Red printed indexes

Rhodium-plated hour and minute hands with white Super-LumiNovaÒ
Red lacquered central hand
White TAG HEUER printed logo
Date window at 6 o’clock


Diameter 44 mm

Polished, fine-brushed steel case
Ceramic black polished tachymeter

Fixed bezel

Flat sapphire crystal with double anti-reflective treatment

Steel screw-down crown at 3 o’clock

Red sapphire screw-down caseback with special engraving

Water-resistant to 100 m (10 bar)


Polished, fine-brushed, five-row steel bracelet

Steel butterfly folding clasp with safety push buttons

      Limited to 500 pieces

      Comes in a TAG Heuer x Fragment Design special branded box

      Available from July 27th, 2020

About TAG Heuer

TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessey Louis Vuitton SE (“LVMH”), the world’s leading luxury group. Based in La Chaux-de-Fonds, Switzerland and with four production sites, TAG Heuer has 1470 employees and is active in 139 countries. TAG Heuer products are available online on the watchmaker’s website www.tagheuer.com for select countries and in 160 boutiques and 3,500 points of sale worldwide. The company is headed up by Stéphane Bianchi, CEO of the LVMH Watchmaking Division and CEO of TAG Heuer.

For 160 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969, the first luxury smartwatch in 2015, and the ground-breaking Isograph technology in 2019, made possible through a unique collaboration with the TAG Heuer Institute. Today, the brand’s core collection consists of three iconic families designed by Jack Heuer – TAG Heuer Carrera, Monaco and Autavia – and is rounded out with the contemporary Link, Aquaracer, Formula 1 and Connected lines.

Capturing TAG Heuer’s motto, “Don’t Crack Under Pressure”, are prominent partnerships and brand ambassadors that express the brand’s passion for action and high performance. These include the Formula E World Championship, of which the brand is a founding partner, the TAG Heuer Porsche Formula E team, the Aston Martin Red Bull Racing Formula 1 Team, the Formula 1 Monaco Grand Prix, the World Endurance Championships, the Indianapolis 500, legends Steve McQueen and Ayrton Senna, actors Chris Hemsworth and Patrick Dempsey, ATP next-generation tennis players Alex de Minaur, Frances Tiafoe, Denis Shapovalov and Felix Auger Aliassime, and surfer Kai Lenny, among others.

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