TAG Heuer Alec Monopoly joins TAG Heuer family
Street-art artist Alec Monopoly becomes TAG Heuer’s art provocateur.
To coincide with Miami Contemporary Art week, Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Watch Division, has announced the appointment of ultra-hot American artist Alec Monopoly as Art Provocateur for watch brand.
Sporting a hat, with his face always hidden behind a bandana to preserve his anonymity; but what is he famous for? Well, Alec Monopoly owes his fame to the character who shares his name. Mr. Monopoly, the diminutive and debonair banker that the artist depicts in different scenarios.
"When I started out, I did my graffiti in New York. The city was a huge source of inspiration". In 2008, he quit the Big Apple for California. This was the year that the financial markets crashed. The subprime crisis, Wall Street, Bernard Madoff... The finance world experienced its darkest days. And this found its echo in Alec's work. His career took off. "This was my way of making a statement about what was happening." His work started to gain an online following amongst street art aficionados. People started to call him Alec Monopoly.
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.Find out more >
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