TAG Heuer Celebrates Art Basel Takeover with Art Provocateur Alec Monopoly
On the 7th of December 2017, TAG Heuer celebrated Miami Art Week with Art Provocateur and Brand Ambassador Alec Monopoly. The Swiss Watch Brand kicked off the week with a cocktail party on Wednesday at the TAG Heuer Boutique located in the very heart of Miami Design District where Alec Monopoly unveiled new artwork decorating the façade of the building.
Guests were treated to a live performance as Alec spray painted 300 white rubber straps for the upcoming release of his limited edition Connected Modular 45. The specialized dial will feature Alec Monopoly’s signature graffiti and will be presented in special packaging. The piece will be available for pre-order on tagheuer.com later this month.
On Thursday, Alec Monopoly staged an art takeover of the Fontainebleau Hotel, scaling a 40 foot wall on the front of the building to create a one-of-a-kind art installation bearing the TAG Heuer logo and Alec’s namesake character. Alec Monopoly exhibits a special fearlessness in pursuit of creativity, and embraced the challenge to not crack under pressure while painting despite the terrifying height of the installation. Hotel guests can view another special installation on the windows overlooking the pool and rooms at the Fontainebleau, along with a special sculpture commissioned for the occasion.
“I am thrilled to return to Art Basel Miami and celebrate the one year anniversary of my announcement as Art Provocateur for TAG Heuer”, said Alec Monopoly. “It’s exciting to celebrate the occasion with new artwork that depicts both my love of timepieces and the vibrant energy of South Beach.”
Kilian Muller, President of TAG Heuer North America, added, “We are proud to welcome Alec Monopoly to Miami for Art Basel. Alec shares TAG Heuer’s determination to push boundaries and his Art Takeover of the Fontainebleau Hotel reflects his willingness to conquer any challenge – even a 40 foot wall!”
Alec’s artwork, overlooking the iconic South Beach destination Collins Avenue, will be displayed through the end of Art Basel Miami.