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 American graffiti artist Alec Monopoly as Art Provocateur for the avant-garde brand.
Who is Alec Monopoly?
Alec Monopoly is the alias of an unidentified graffiti artist, originally from New York City. He is seen sporting a hat, with his face always hidden behind a bandana to preserve his anonymity. 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.
The rise of the street art star
Alec Monopoly started out with his graffiti in New York. “The city was a huge source of inspiration,” he recalls. In 2008, he quit the Big Apple for California. This was the year the economy came crashing down. The downfall of the world of finance found its echo in Alec’s work. Not only did his career take off, but his work also started to gain an online following amongst street art aficionados.
The association with TAG Heuer
“Street painting remains my true passion”: That’s what Alec told Jean-Claude Biver when they met. The CEO of the world-famous watch brand suggested that Alec become the Art Provocateur for TAG Heuer, and express himself in a different way, in the street, by tagging the TAG Heuer boutique located in the very heart of Miami’s Design District, as part of the artistic ambiance of the famous Contemporary Art Week.
Alec Monopoly said, “I have always had a passion for watches. I am excited to put my creative ideas to work for TAG Heuer. This is the perfect opportunity to combine my artistic abilities with my love for timepieces.”
Jean-Claude Biver, CEO of TAG Heuer and President of the Watch Division of the LVMH Group, commented: “To be the first, to be unique and different, has been my philosophy for the last 40 years. With Alec as Art Provocateur within my team at TAG Heuer, I would like not only to continue to reconnect the brand with the younger generation, the millennials, but also to pave the way for new areas of expression, in all domains from the products to marketing and communication to distribution…. His unconventional creativity and enthusiasm is contagious!”
The next day, Jean-Claude Biver and Alec Monopoly inaugurated the Mondrian Gallery within the lobby of Mondrian South Beach, unveiling a giant wall graffitied by Alec. This ephemeral art installation, supported by TAG Heuer, is completely unorthodox and, since its inauguration, has become an unmissable stop for contemporary art connoisseurs who have flocked here during this busy week in Miami.