When art meets time: TAG Heuer celebrates the launch of two new editions with Graffiti Artist Alec Monopoly in London Continuing its collaboration with the street art star, the avant-garde Swiss watchmaker launches two new models in its Formula 1 and Carrera collections at the TAG Heuer London Flagship Boutique. The story behind the new Carrera’s design is captured in a clever 60-second video.
TAG Heuer’s Art Provocateur, Alec Monopoly, is at it again! The world-famous street artist has helped the Swiss watchmaker design two new models that were presented last night at a cocktail party at the TAG Heuer Boutique, in the heart of London’s West End. The gallery walls were adorned with original TAG Heuer inspired paintings and sculptures created by Monopoly. Guests witnessed Monopoly create a live painting customization across 50 of the watch boxes which clients had the opportunity to purchase that night. The Swiss watchmaker also presented a short video that tells the imaginative story behind the design on the dial of the new Carrera HEUER 01, one of the wristwatches unveiled at the event.
TAG Heuer Formula 1 and TAG Heuer Carrera Alec Monopoly edition
Original and colourful, these TAG Heuer Formula 1 and Carrera wristwatches feature the little banker called Monopi wearing a red bandana over his face and throwing green cash across the dial. Alec Monopoly’s instantly recognisable signature is found in the background in yellow, blue and red. The 41 mm Formula 1 model is presented on a black rubber strap. The sporty watch features a stainless-steel unidirectional bezel with a black PVD coating that is engraved with a 60-minute scale. The watch’s bold black design is the perfect backdrop for the bright artwork on the dial to truly stand out.
The Carrera model takes the idea a step further – the eye-catching ALEC logo adorns the sapphire caseback, through which the wearer can enjoy a view of the TAG Heuer Calibre Heuer 01 manufacture movement inside the watch. This stylish 43 mm chronograph features a case and lugs in brushed stainless steel and is presented on an H-shaped stainless-steel bracelet with an alternating brushed and polished finish. The fixed bezel, with its iconic tachymeter scale, is made from black ceramic.
Mr. Monopoly comes alive: “Mysterious night in the Manufacture”
A new 60-second video conceptualised and created by TAG Heuer tells the story behind the Carrera HEUER 01 timepiece. One mysterious night at the Swiss watchmaker’s headquarters, a mural in Alec Monopoly’s studio magically came alive and the artist’s iconic character, Monopi, jumped out of the artwork. His overnight adventure took him through the offices, the TAG Heuer museum, lab and factory. In the morning when TAG Heuer’s employees began to arrive, the curious character had to find a hiding spot. Drawn to the timepiece on a watchmaker’s workbench, Monopi quickly dove onto the dial just before he was caught. The video has been published on YouTube and is also visible on all of TAG Heuer’s social media channels. Whether you believe in magic or not, the video is proof that there is a powerful creative energy pulsing through the halls of TAG Heuer.
TAG Heuer and Alec Monopoly: art and avant-garde watchmaking
TAG Heuer and Alec Monopoly first came together in 2016 when the artist was announced as the Swiss watchmaker’s Art Provocateur at Miami Contemporary Art Week. On that occasion, Alec Monopoly tagged the TAG Heuer boutique in the Miami Design District. A year later, his artwork was featured on a TAG Heuer special-edition watch for the first time. The two latest models in TAG Heuer’s product range are an extension of this creative collaboration.
Combining watchmaking craftsmanship, contemporary art and timeless style, these two TAG Heuer timepieces are sure to be a hit among street art fans and watch connoisseurs.
Facts and figures: TAG Heuer Formula 1 Alec Monopoly
| Reference | WAZ1119.FT8023 | |
| Movement | Quartz | |
| Display | Hour, minute, seconds, date | |
| Case | Diameter 41 mm | |
| Brushed stainless steel | ||
| Unidirectional rotating bezel with 60-minute scale in steel with a black PVD coating | ||
| Flat sapphire crystal | ||
| Screw-down crown in stainless steel with black PVD coating and steel protection | ||
| Screw-on caseback in stainless steel with special engraved ALEC logo | ||
| Water-resistant to 200 metres (20 bar) | ||
| Dial | Alec Monopoly dial | |
| Black flange with 60-second/minute scale | ||
| Faceted, polished and black gold-plated hour and minute hands with SuperLuminova® | ||
| Red and black gold-plated central hand | ||
| Strap | Black rubber strap with stainless-steel pin buckle | |
| Facts and figures: TAG Heuer Carrera Alec Monopoly | ||
| Reference | CAR201AA.BA0714 | |
| Movement | TAG Heuer Calibre Heuer 01 manufacture movement | |
| Automatic chronograph | ||
| Diameter 29.3 mm | ||
| Power reserve of at least 50 hours | ||
| Display | Chronograph: hour and minute counters, small second, date | |
| Case | Diameter 43 mm | |
| Brushed stainless steel | ||
| Ceramic fixed bezel with tachymeter scale in black | ||
| Domed sapphire crystal with double anti-reflective treatment | ||
| Sapphire caseback with printed ALEC logo | ||
| Water-resistant to 100 metres (10 bar) | ||
| Dial | Alec Monopoly dial | |
| Anthracite flange with 60-second/minute scale | ||
| Rhodium-plated minute and hour chronograph counter rings | ||
| Anthracite permanent second indicator | ||
| Rhodium-plated hour and minute hands with SuperLuminova® | ||
| Rhodium-plated and polished red central hand | ||
| Strap | Stainless-steel bracelet and folding clasp | |
About TAG Heuer
In 1860, at the age of 20, Edouard Heuer founded his watchmaker’s workshop in the Jura Mountains of Switzerland. Creating the Mikrograph in 1916, sponsoring Formula 1 teams in the 1970s or launching the first luxury connected watch in 2015 are just a few examples of the major technical innovations, ultimate accuracy and passion for disruptive design that define our unique spirit. Headquartered in La Chaux-de-Fonds, TAG Heuer operates in four production sites – mastering the whole watchmaking process – and is represented on all continents through 4,500 points of sale, including 170 TAG Heuer boutiques that are now directly available on www.tagheuer.com in selected countries. TAG Heuer timepieces are designed for those who love challenges. Our influence is enhanced by our unique communication based on three pillars: sport, lifestyle and heritage, embodying our legacy and DNA. Our partnerships and ambassadors illustrate our open-minded and open-door culture, with the most prestigious and avant-garde names teaming up with TAG Heuer: the Red Bull Racing Formula One team, the Formula 1 Monaco Grand Prix, the Formula E championship, the biggest football leagues in Europe, the Americas and Asia, Manchester United, trendsetter Cara Delevingne, and actors Chris Hemsworth and Patrick Dempsey.
#DontCrackUnderPressure is much more than just a claim – it’s a state of mind. Find out more at www.tagheuer.com
About Alec Monopoly
Sporting a hat, with his face always hidden behind a bandana to preserve his anonymity; but what is he famous for? Well, Alec Monopoly owes his fame to the character who shares his name. Mr. Monopoly, the diminutive and debonair banker that the artist depicts in different scenarios.
“When I started out, I did my graffiti in New York. The city was a huge source of inspiration”. In 2008, he quit the Big Apple for California. This was the year that the financial markets crashed. The subprime crisis, Wall Street, Bernard Madoff… The finance world experienced its darkest days. And this found its echo in Alec’s work. His career took off. “This was my way of making a statement about what was happening.” His work started to gain an online following amongst street art aficionados. People started to call him Alec Monopoly.
Since then, he has depicted the little banker in every conceivable situation… His rich, colorful works using this character – known throughout the world – are filled with humor. In the meantime, Alec Monopoly has turned his focus towards decontextualizing other icons of popular culture. Scrooge McDuck, Richie Rich… Today, Alec’s signature is worth a lot. Numerous American stars, such as Seth Rogan, Adrien Brody and Robert De Niro, have bought his works.
Provided by TAG Heuer SA
