During the 2016 Art Basel Miami show, TAG Heuer’s headquarters was the Mondrian Hotel, where it announced a new partnership with graffiti artist Alec Monopoly. The artist drew a huge mural on the side of the hotel, exhibited several works at the TAG Heuer lounge, and presented a new painting – brand president Jean-Claude Beaver ( Portrait of Jean-Claude Biver). However, this collaboration was not only for the promotion of Art Basel Miami, but also for the artist to wear Cheap TAG Heuer Replica Watches. The new mission of Alec Monopoly is to completely change the brand culture of TAG Heuer.
Over the next 10 years, Alec Monopoly will create 20 or 30 paintings per year for TAG Heuer and will be exhibited in boutiques around the world. He will also design POS materials, billboards and other marketing materials. First, he posted a “tag” on the boutique of the TAG Heuer Replica Watches in the Miami design district at a reception on November 29. To commemorate this moment, Biver gave Monopoly a gift: the TAG Heuer Carrera TAG Heuer -02 ton Tolbylon Chronograph (reviewed here), this is the only watch with diamonds. Biver even designed a studio for Monopoly at TAG Heuer’s studio in La Chaux-de-Fonds, where he will create some paintings.
Monopoly will also participate in brand events and parties. There may be a watch, but “the watch doesn’t matter,” Jean-Claude Biver said. “Designing a watch collection is not the most important thing in this collaboration. The most important thing is that Alec will be our art destroyer. He will introduce his influence into the company. He will inject the culture of Fake TAG Heuer Watches. It’s the real job. It’s more important than making a watch.
68-year-old Beaver is a legendary watch executive who helped the watch industry through the quartz crisis of the 1970s and now runs the successful watch division of LVMH. Biver said that this was the result of a conversation he had with his 14-year-old son, Pierre, three years ago. “I asked for his opinion,” Biver said. “I said, how can I contact the new generation that is not my customer today?” When they were 14 to 20 years old and I was 68 years old, this was impossible. I can contact my peers or people who are 10 years younger than me, but I have to learn from millennials, why do they want to buy their favorite brands; why do they spend so much money on sports shoes and why they Want a tattoo? So I asked my son.
Pierre said two things. He said that I should cooperate with Cara Devay, I should cooperate with Alec Tycoon. For me, Kara is not difficult to understand because I saw her and Kate. Moss advertised Burberry. So I got in touch with her. We signed the contract two years ago. (Delevingne is now the ambassador of the TAG Heuer Replica brand and appears in the brand’s advertising.) His son put He got in touch with Monopoly’s Instagram address, Beaver became his fan, and later became his fan, and eventually bought some works from him. “The more I go to Instagram, the more I think he has a younger generation. Great influence – I started to like his art,” he said. “In order to thank him, I even bought a picture for my son. ”
The monopoly of Monopoly is Monopoly, a name known for wearing a handkerchief on his face to protect his identity. “Keeping anonymity is part of the graffiti culture so you can continue to paint,” said Monopoly. The artist has grown from graffiti to painting, which was exhibited in galleries in his hometown of New York and Miami. Last week, he published a new painting, Jean-Claude Beaver’s masterpiece.
Like the characters he portrayed, including Jack Nicolson, and of course Beaver, the work of Monopoly is also colorful. It often portrays a variety of realistic and fictional iconic pop culture figures, including the image of a banker wearing a tuxedo, a top hat, and a top hat in Monopoly. The artist is therefore famous.
“There is a lot of synergy between me and the Swiss TAG Heuer Watches brand,” said the 30-year-old artist. “This is the TAG Heuer label, and the graffiti label, the slogan of ‘Don’t crack under pressure’ is closely related to me.” I always finish painting under pressure and prepare for the show. I stayed here until 5 am to prepare a canvas for this exhibition. Also, when you are a graffiti artist, you are always looking for authorities. There is so much pressure. He said that the artist has been arrested several times. When asked if he had been in jail, he replied: “Yes, but I can’t explain it in detail.” Anyway, it is positive now. People invited me to paint their buildings” – Mondrian Hotel is also included. “Artists,” he said, “is a new superstar. ”