TAG Heuer has unveiled its latest collaboration with world-famous street artist Alec Monopoly, two special editions of its Formula 1 and Carrera Heuer 01 models. The artist appropriates the watches as creative media with his colorful and humorous pop-art spirit.
TAG Heuer has since 2016 collaborated with Alec Monopoly, who came to fame in 2008 with his colorful graffiti featuring the iconic character Mr. Monopoly. In 2016 TAG Heuer announced the American street artist as its Art Provocateur, infusing the Swiss watchmaker with his creativity at multiple levels.
Following much-remarked collaborations in Miami, Crans-Montana and Beijing, Alec Monopoly and TAG Heuer chose London to launch the latest designs spawned by the artist’s creative explorations with the Maison’s master watchmakers. The graffiti artist has revisited two iconic models, the TAG Heuer Formula 1 and TAG Heuer Carrera Calibre Heuer 01, both featuring the little banker Monopi decked out in his top hat and red bandana, throwing green cash across the dial.
The story behind the creation of these resolutely pop art models has been captured in a short video in which the character created by the artist comes alive in the TAG Heuer Manufacture in La Chaux-de-Fonds, Switzerland. Jumping out of one of Alec Monopoly’s paintings, he embarks on a nocturnal romp before finding a hiding spot on the dial of the Carrera Heuer 01, exhibiting the same bold, inventive spirit that has always inspired TAG Heuer.