When Art meets time: TAG Heuer celebrates the launch of two new editions with Alec Monopoly

The World-famous street artist has helped the Swiss watchmaker design two new watch models

TAG Heuer’s Art Provocateur, Alec Monopoly, is at it again! The World-famous street artist has helped the Swiss watchmaker design two new models that were presented at a cocktail party at the TAG Heuer Boutique, in the heart of London. The gallery walls were adorned with original TAG Heuer inspired paintings and sculptures created by Monopoly. Guests witnessed Monopoly create a live painting customization across 50 of the watch boxes which clients had the opportunity to purchase that night. The Swiss watchmaker also presented a short video that tells the imaginative story behind the design on the dial of the new Carrera HEUER 01, one of the wristwatches unveiled at the event.

Original and colourful, these TAG Heuer Formula 1 and Carrera wristwatches feature the little banker called Monopi wearing a red bandana over his face and throwing green cash across the dial. AlecMonopoly’s instantly recognisable signature is found in the background in yellow, blue and red. The 41 mm Formula 1 model is presented on a black rubber strap. The sporty watch features a stainless- steel unidirectional bezel with a black PVD coating that is engraved with a 60-minute scale. The watch’s bold black design is the perfect backdrop for the bright artwork on the dial to truly stand out.

The Carrera model takes the idea a step further – the eye-catching ALEC logo adorns the sapphire caseback, through which the wearer can enjoy a view of the TAG Heuer Calibre Heuer 01 manufacture movement inside the watch. This stylish 43 mm chronograph features a case and lugs in brushed stainless steel and is presented on an H-shaped stainless steel bracelet with an alternating brushed and polished finish. The fixed bezel, with its iconic tachymeter scale, is made from black ceramic.

A new 60-second video conceptualised and created by TAG Heuer tells the story behind the CarreraHEUER 01 timepiece. One mysterious night at the Swiss watchmaker’s headquarters, a mural in Alec Monopoly’s studio magically came alive and the artist’s iconic character, Monopi, jumped out of the artwork. His overnight adventure took him through the offices, the TAG Heuer museum, lab and factory. In the morning when TAG Heuer’s employees began to arrive, the curious character had to find a hiding spot. Drawn to the timepiece on a watchmaker’s work bench, Monopi quickly dove onto the dial just before he was caught. The video has been published on YouTube and is also visible on all of TAG Heuer’s social media channels. Whether you believe in magic or not, the video is proof that there is a powerful creative energy pulsing through the halls of TAG Heuer.

TAG Heuer and Alec Monopoly first came together in 2016 when the artist was announced as the Swiss watchmaker’s Art Provocateur at Miami Contemporary Art Week. On that occasion, Alec Monopoly tagged the TAG Heuer boutique in the Miami Design District. A year later, his artwork was featured on a TAG Heuer special edition watch for the first time. The two latest models in TAG Heuer’sproduct range are an extension of this creative collaboration.

Combining watchmaking craftsmanship, contemporary art and timeless style, these two TAG Heuer timepieces are sure to be a hit among street art fans and watch connoisseurs.

THE WORLD’S MOST EXPENSIVE CANVAS: $5.5 Million 2019 Bugatti Chiron painted by Alec Monopoly

A live performance by Alec Monopoly during Miami Art Basel, unveiling 2019 Bugatti Chiron ArtBasel Edition 1 of 1 – #MonopBugatti

Alec Monopoly

Berkeley Bespoke had an amazing experince to watch a LIVE performance on the most expensive canvas in the World!  Together with Eden Fine Art, Alec Monopoly infused Art Basel Week with his signature graffiti glamour and unique street art at his very own gallery dedicated to displaying his artworks alone. Alec Monopoly unveiled 2019 Bugatti Chiron ArtBasel Edition 1 of 1, which is avaivable for sale as it is! #MonopBugatti

In true Monop$ style, Alec Monopoly has found a way to display his work in a way that stands out from the crowd, showcasing a range of his new paintings and sculptures at an exclusive Miami Beach gallery, just outside of the Setai Hotel.

Andrew Bezhenar and Alec Monopoly

This is not the first time that Monopoly’s work has been displayed in Miami, and nevertheless, there is still a huge buzz surrounding the arrival of his new collection. Alec Monopoly is an artist that slots perfectly into the Miami backdrop.

He focuses on the notions of fame and fortune in his works and challenges the spectator to debate the place of wealth in today’s society through the use of graffiti in urban spaces. Infusing Miami Beach with bright colors, a mix of textures and materials and the iconic characters that his ever-expanding fan base have grown to love.