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.
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