TAG Heuer Unveils the Fragment Limited Edition with Hiroshi Fujiwara at Miami Art Basel 2025

TAG Heuer ushered in the excitement of Miami Art Basel 2025 with a sophisticated and highly curated celebration at Shiso Miami, marking the debut of the new Carrera Chronograph x Fragment Limited Edition in collaboration with Japanese design legend Hiroshi Fujiwara. The event perfectly embodied the spirit of Art Basel: a seamless blend of art, culture, heritage craftsmanship, and the progressive design language that continues to define TAG Heuer’s position in the world of luxury watchmaking. From the moment guests arrived, it was clear that this was not simply a product unveiling—it was a cultural moment shaped by creative expression and elevated brand storytelling.

Hiroshi Fujiwara, globally recognized for his influence in fashion, music, and street culture, co-hosted the evening alongside TAG Heuer Chief Marketing Officer George Ciz. Together, they welcomed a distinguished mix of creatives, ambassadors, and tastemakers who reflect the brand’s diverse and modern audience.

Among the notable attendees were actress and TAG Heuer ambassador Alexandra Daddario, who brought Hollywood elegance to the evening; artist and DJ Mia Moretti, responsible for the event’s vibrant musical atmosphere; entrepreneur Bianca Senna; professional golfer Paris Hilinski; model and DJ Deja Monet; celebrated photographers RIOCAM and Flo Ngala; musician Symphani Soto; and actor Isabella Santoni. Their presence elevated the event into a dynamic gathering of personalities who embody style, innovation, and cultural influence.

The celebration unfolded inside Shiso, Chef Raheem Sealey’s much-talked-about Japanese-Caribbean fusion restaurant located in Miami’s increasingly magnetic Wynwood district. Guests were greeted with a cocktail hour featuring custom-designed beverages inspired by the new timepiece, paired with elegantly crafted hand rolls that set a refined yet lively tone for the night. Mia Moretti’s eclectic DJ set created an atmosphere that blended sophistication with artistic flair, capturing the multicultural heartbeat of Miami during Basel week.

A four-course dinner followed, reflecting Sealey’s creativity and deep respect for bold, layered flavors. The menu featured shiso salad dressed with bright, herbaceous notes; sausage-stuffed shishito peppers offering the perfect balance of smoky heat and savory richness; and oxtail udon noodles that showcased comforting depth and craftsmanship. Each plate was presented with the precision and artistry that mirrored the philosophy behind TAG Heuer’s own approach to watchmaking.

The highlight of the night—anticipated by collectors and design aficionados alike—was the unveiling of the Carrera Chronograph x Fragment Limited Edition. This newest collaboration marks the third partnership between TAG Heuer and Fujiwara, whose previous joint creations in 2018 and 2020 remain highly sought after. Fujiwara’s signature minimalist aesthetic and distinct black-and-white palette shine through in this latest design, which reimagines the brand’s iconic 1960s Carrera glassbox silhouette with clean, confident lines. The timepiece pays homage to TAG Heuer’s heritage while introducing modern, urban sensibilities that make it feel both timeless and forward-thinking.

More than just a limited-edition watch, the Carrera Chronograph x Fragment reflects TAG Heuer’s commitment to pushing the boundaries of contemporary horology. By partnering with creatives who influence the cultural landscape, the brand continues to build bridges between traditional craftsmanship and cutting-edge design. At a moment like Art Basel—where ideas, disciplines, and artistic visions collide—the unveiling felt especially meaningful. It underscored TAG Heuer’s ability to honor its legacy while embracing innovations that resonate with today’s global community of watch enthusiasts.

The evening at Shiso Miami ultimately served as a celebration of creativity in all its forms. Through exceptional food, thoughtful curation, and a masterful new timepiece, TAG Heuer and Hiroshi Fujiwara offered guests a rare glimpse into the future of luxury collaborations—one where heritage, art, and modern culture intersect with unmistakable precision.