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TAG Heuer - Live Painting in Baselworld with Alec Monopoly

TAG Heuer Live Painting in Baselworld with Alec Monopoly

At Baselworld, the American Street artist Alec Monopoly sprayed the facade of the TAG Heuer booth.

Since he accepted the invitation of Jean-Claude Biver, CEO of TAG Heuer, to become « Art Provocateur » for the brand, Alec Monopoly has started to invest in every artistic stages of the company, by adding his contagious boldness. The disruptive spirit is here !

Last Saturday at BaselWorld, a “live painting” instant was organized with Alec on the TAG Heuer booth. The aim ? To paint and sign the facade of the booth, and to add the famous graffiti of Alec Monopoly, which are sold at premium prices in New York.

The brand

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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