Meet Alec Monopoly, TAG Heuer’s Art Provocateur

ART MONOPOLY. TAG Heuer has a lot of brand ambassadors. Graffiti artist Alec Monopoly, though, is not only a friend of the brand; he’s their “Art Provocateur”


Alec Monopoly


The job requires his involvement at every level of the company’s artistic creation, from products, events, marketing, communication.

Jean-Claude Biver, CEO of TAG Heuer, has even let him tag the TAG Heuer boutique in Miami’s Design District during Contemporary Art Week.

But who is Monopoly? As his name suggests, he’s inspired by the famous board game. His work is influenced by the crash of financial markets and identified by the depiction of Monopoly’s (the game) signature character, the banker. He has gained fans in the likes of Seth Rogan, Adrien Brody and Robert De Niro. And like his British counterpart, he stays anonymous by covering his face in the public.

“I have always had a passion for watches. I am excited by this great opportunity to put my creative ideas to work for TAG Heuer,” says Monopoly. “This is a perfect opportunity to combine my artistic abilities with my love of time pieces.”