The underlying quality in street culture is often the attitude. In watchmaking, TAG Heuer has earned its name as the arbiter of cool — its branding characterised by its avant-garde principles and technological feat. It’s no wonder the Swiss brand has become the watchmaker of choice for Fragment Design’s latest collaboration led by Hiroshi Fujiwara, universally known as the godfather of streetwear. Fujiwara was a tastemaker when it came to streetwear culture in the 1980s. He travelled to London and New York, soaking up the subcultures of hip-hop, surfskate, punk and sportswear, before returning to Japan to eventually shake up the backstreets of Tokyo’s creative Harajuku district. He also pioneered the concept of collaborations and drip-feeding products in limited quantities before the “drop” system was popularised.
Now, nearly all the collaborations he engages with Fragment Design is designed to offset what he deems the tedium of modern mainstream culture driven by the internet. Fujiwara seeks to disrupt the industry — a personal sensibility that matches the bold principles of TAG Heuer. As a result, Fragment Design releases its second collaboration with the Swiss watchmaker to present the TAG Heuer x Fragment Design Calibre Heuer 02 Automatic Chronograph, a new collector’s timepiece. Stripping down to the essentials, the latest interpretation takes form in the TAG Heuer cushion-shaped Autavia case in black, injected with red accent indicators. The watch bears Fragment Design’s creative stamp — the double lightning bolts logo — which represents the intersection of history, lifestyle and culture between the two brands.
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