This year, an interesting event occurred between a Swiss watchmaker company and an underground L.A. guerrilla artist. TAG Heuer and Alec Monopoly recently collaborated in an interesting event.
Alec Monopoly is a graffiti artist best known for his murals, gallery installations and street art quite frequently featuring the monopoly man from the Hasbro game Monopoly. Alec is also known for wearing a top hat himself and also keeps his face hidden in order to hide is identity. Alec Monopoly uses his art to attack Wall street and highlight the corruption of the financial world, and he has been doing so since 2008. Monopoly puts his monopoly man in almost every situation while adding an array of vibrant colors. He had the chance to work with the Swiss watch giant after an unusual encounter in France.
“I was in the south of France working in my studio at [designer] Philipp Plein’s house when Mr. Biver [Jean-Claude Biver, CEO of TAG Heuer] came over. He has a house there, and he came over, and we just ended up talking about art. And then we spoke about doing a collaboration.”
Monopoly was impressed with Biver’s insight into the watch world and his deep knowledge of art, technology and culture. “This guy is brilliant. He’s like the Steve Jobs of the watch world,” he said.
For TAG, it was a chance for the brand to expand into the art world. the company does say that they take pride in their ability to maintain ties in the luxury part of the world and also in sports, art and entertainment. While most of the athletes get the spotlight in terms of brand visibility, TAG gave Monopoly his own spotlight when they added him to their roster of artists. For Alec Monopoly, this means he gets a series of TAG Heuer-sponsored installations and an official title in the company: Art Provocateur.
“I’m in a 360-degree partnership with TAG Heuer,” said Monopoly of their work together. “I’m a brand ambassador, an art director, and an artist. It’s like we’re married.”