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TAG Heuer - Art Basel in Miami with Alec Monopoly

TAG Heuer Art Basel in Miami with Alec Monopoly

The Art Provocateur painted live 300 straps for his limited edition Connected Watch at the boutique and and made a massive artistic work on the main facade of the Fontainebleau Hotel in Miami Beach.

On December 7, TAG Heuer celebrated Miami Art Week with Art Provocateur and Brand Ambassador Alec Monopoly. The Swiss Watch Brand kicked off the week with a cocktail party on Wednesday at the TAG Heuer Boutique located in the very heart of Miami Design District where Alec Monopoly unveiled new artwork decorating the façade of the building.

Art Basel à Miami avec Alec Monopoly

© TAG Heuer

“I am thrilled to return to Art Basel Miami and celebrate the one year anniversary of my announcement as Art Provocateur for TAG Heuer”, said Alec Monopoly. “It’s exciting to celebrate the occasion with new artwork that depicts both my love of timepieces and the vibrant energy of South Beach.”

Art Basel in Miami with Alec Monopoly

Alec Monopoly © TAG Heuer

Guests were treated to a live performance as Alec spray painted 300 white rubber straps for the upcoming release of his limited edition Connected Modular 45. The specialized dial will feature Alec Monopoly’s signature graffiti and will be presented in special packaging. The piece will be available for pre-order on tagheuer.com later this month.

Art Basel à Miami avec Alec Monopoly

Alec Monopoly painting 300 straps © TAG Heuer

On Thursday, Alec Monopoly staged an art takeover of the Fontainebleau Hotel, scaling a 40 foot wall on the front of the building to create a one-of-a-kind art installation bearing the TAG Heuer logo and Alec’s namesake character. Alec Monopoly exhibits a special fearlessness in pursuit of creativity, and embraced the challenge to not crack under pressure while painting despite the terrifying height of the installation. Hotel guests can view another special installation on the windows overlooking the pool and rooms at the Fontainebleau, along with a special sculpture commissioned for the occasion. Alec’s artwork, overlooking the iconic South Beach destination Collins Avenue, was displayed through the end of Art Basel Miami.

Art Basel à Miami avec Alec Monopoly

© TAG Heuer

Kilian Muller, President of TAG Heuer North America, added, “We are proud to welcome Alec Monopoly to Miami for Art Basel. Alec shares TAG Heuer’s determination to push boundaries and his Art Takeover of the Fontainebleau Hotel reflects his willingness to conquer any challenge – even a 40 foot wall!”

Art Basel in Miami with Alec Monopoly

© TAG Heuer

TAG Heuer Boutique
Miami Design District
140 NE 39th Suite #109

Tel +1 305-576-0884

Fontainebleau Hotel
4441 Collins Ave
Miami Beach, FL 33140

 

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Over 150 years of watchmaking savoir-faire and technical innovation have made TAG Heuer a global reference in avant-garde sports watches. As it tracked the rise of sports demanding increasingly precise timekeeping, TAG Heuer continually developed its unique capabilities through a long-term vision of what watchmaking is today, and what it will look like tomorrow.

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