CHANGING GEAR

Watch companies team up with streetwear names to gain an edge.

Watch companies team up with streetwear names to gain an edge.

Luxury brands are a byword for many qualities – exclusivity and craftsmanship, for instance – but “gritty” isn’t generally one of them. This may yet change. Following in the footsteps of high- end fashion brands such as Louis Vuitton, fine watch companies are now turning to streetwear brands, presumably looking to benefit from the latter’s appeal among the young and hip.

Bell & Ross is one of 25 partners working with Japanese streetwear label Bape to mark the latter’s 25th anniversary. The two resultant limited- edition timepieces reflect the military theme that is a signature for both brands: The 100-piece BR03-92 Green Camo, for example, features Bape’s vivid camo print within Bell & Ross’ rugged, square ceramic case.

At Tag Heuer, Fragment designer Hiroshi Fujiwara – who last partnered Louis Vuitton – has put a surprisingly old-school spin on the classic chronograph, the Carrera. Instead of adopting the larger size (43mm) and skeletonised dials of the new Carrera Heuer 02 watches, Fujiwara went back to basics with a 39mm, non-skeletonised model inspired by the original Carrera from 1963. Best part is, the vintage-looking timepiece is powered by Tag Heuer’s latest, inhouse Heuer 02 automatic movement. Talk about the best of both worlds.