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TAG HAUER JOINS HANDS WITH STREET ARTIST ALEC MONOLOPY

By Ruchel Louis Coetzee
Posted On Dec 02, 2016
TAG HAUER JOINS HANDS WITH STREET ARTIST ALEC MONOLOPY

 

On Wednesday, mysterious artist Alec Monopoly unveiled a 50ft Wall “Tag” on the exterior of Mondrian Hotel Miami for Tag Heuer, during Art Basel Miami week.

Named by Tag Heuer as their new Art Provocateur, Monopoly was joined by Tag Heuer CEO Jean Claude Biver and select invited insiders including hip hop artist Fat Joe, to be the first to lay eyes on the up-until-now secret project.

We caught up with Alec Monopoly at this fab event. With a bandana covering the lower part of his fac374x316_builde and a black top hat, it was not hard to miss the creative and talented artist. “I like to keep my identity anonymous and avoid the authorities,” he said jokingly. When asked about the collaboration with Tag Hauer, he said he enjoyed learning the process of watch making while visiting their factory in Switzerland and was surprised to see how much detail and care was taken in assembling each watch. What about all the challenges he faces as a street artist – city officials, authorities, etc.? “I would not have it any other way,” he was quick to answer. “The energy is in the streets.”  This energy certainly translated into his colorful canvases where cartoon character Richie Rich and the dollar sign made frequent a374x316_groupppearances.

For Francoise Bezzola, Vice President of Marketing for Tag Hauer, the collaboration was a perfect match for their brand to reach a millennial target audience. “It is disruptive art,” she said.

The event featured Alec Monopoly creating a one-of-a-kind painting live and was followed at the same location by a delicious dinner on the patio of the Mondrian Hotel under a moonlight on the water night.

The installation can be viewed through Art Basel by global art connoisseurs and locals until November 30, 2017 while a week long TAG HEUER pop-up shop and gallery will be open to the public for the duration of Art Basel.