As we mentioned earlier this month, the lack of product names in AMD's Fiji presentations suggested that the name of the new card may indeed be a surprise. Every tech site assumed it would be Radeon R9 390X but so far AMD has never mentioned this name.
Now SweClockers confirms that AMD's top-end Fiji will break away from the R9 3xx series and will receive a more fancy name, similar to what NVIDIA does with its flagship Titan series.
The said product will go head on against NVIDIA's GeForce GTX TITAN-X. We know that AMD is preparing two SKUs out of the fully-loaded "Fiji" silicon - an air-cooled variant with 4 GB of memory; and a liquid-cooled one, with up to 8 GB of memory.
According to the site, AMD will reveal its Fiji GPUs at the E3 show (June 16-18) with a product launch the week thereafter. There are still a lot of unknows about Fiji but we do know it's going to be a fast and expensive card.