How Hiroshi Fujiwara Remastered the TAG Heuer Carrera Chronograph | Limited Edition Watch Review (2026)

The Godfather of Streetwear, Hiroshi Fujiwara, Collaborates with TAG Heuer to Remaster Iconic Watch

Hiroshi Fujiwara, the Tokyo-based designer and pioneer of streetwear, made a rare appearance in Miami to unveil his latest collaboration with Swiss watchmakers TAG Heuer: the Carrera Chronograph x Fragment Limited Edition. This new watch is a graphic, minimalist take on the flagship motorsport design, featuring a matte black opaline dial, contrasting white bezel, silver "beads-of-rice" bracelet, and a tiny lightning bolt (the logo of Fujiwara's brand, Fragment) in the date window. The limited edition of 500 pieces, priced around $10,000 USD each, sold out within a few hours of its release.

Fujiwara's collaboration with TAG Heuer began in 2018, when he released a take on the Carrera, the label's prototypical racing chronograph. This new design came together in about a week, with Fujiwara admitting he's quick to do a design. However, the process requires patience, as the brand hones its prototypes until they are perfect before sending a version to the collaborator for review. Fujiwara enjoys designing in the small, tiny windows, similar to designing sneakers.

Despite his preference for vintage, archive watches, Fujiwara stuck to his usual guns with the stark, simple design of this new Carrera. The challenge of working on a watch like this is that the Carrera is TAG's flagship piece and one of the all-time classics in the watch industry. This is not a bling-bling or fashion watch, but a simple and heritage piece.

The launch of the Carrera Chronograph x Fragment Limited Edition during Miami Art Week, a flashy hubbub of collectors and parties, might seem incongruous. However, Fujiwara sees the small little things in Art Basel, and jokes about putting the watch on a canvas with duct tape, like the banana in Maurizio Cattelan's infamous Art Basel stunt.

Fujiwara's collaboration with TAG Heuer is a testament to his creativity and expertise in the field of design, and the limited edition watch is a must-have for any watch enthusiast.