TAG Heuer Celebrates the Launch of Two New Editions with Art Provocateur Alec Monopoly

TAG Heuer Celebrates the Launch of Two New Editions with Art Provocateur Alec Monopoly TAG Heuer Celebrates the Launch of Two New Editions with Art Provocateur Alec Monopoly
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Combining watchmaking craftsmanship, contemporary art and timeless style, these two TAG Heuer Special Edition Alec Monopoly timepieces are sure to be a hit among street art fans and watch connoisseurs.

TAG Heuer Celebrates the Launch of Two New Editions with Art Provocateur Alec Monopoly

Continuing its collaboration with street art star Alec Monopoly, avant-garde Swiss watchmaker TAG Heuer recently launched two new models in its Formula 1 and Carrera collections, the story behind which is captured in a clever 60-second video.

Sporting a hat, with his face always hidden behind a bandana to preserve his anonymity, 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. 

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.

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. 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.

The TAG Heuer Formula 1 Alec Monopoly watch is available to purchase online & at our The Beacon, Eastbourne store.


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