Childhood heroes, pop icons… Everyone knows the characters portrayed by Alec Monopoly. But his own face is always hidden away by a mask and a hat. A taste for anonymity that comes directly from the streets. Just like his art. As a graffiti artist in New York, he used to work under the threat of visiting jail.
2008 – a winning toss of the dice. He began mocking the world of finance with Monopoly Man, the mascot of the well-known board game. His career took off. His own life changed: he moved to California and sold pieces to Adrien Brody and Robert De Niro. Scrooge McDuck, Richie Rich… His characters became symbols of prosperity. He keeps a close eye on the streets, but also looks for new means of expression. Events, marketing and products constitute his new challenges. His cutting-edge personality must stay hermetic to pressure if he wants to keep innovating.
To coincide with Miami Contemporary Art week, Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Watch Division, has announced the appointment of ultra-hot American artist Alec Monopoly asArt Creator for the Avant-Garde brand.
"Street painting remains my true passion":
With success, his relationship with painting has changed. "I was crazy when I was young. I graffitied trains, buildings..." Has time tamed Mr. Monopoly? Not really. "I am still a graffiti addict. I still have this need to quickly graffiti something any time I get the chance. Street painting remains my true passion."
"When I started out, I did my graffiti in New York. The city was a huge source of inspiration"
“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. This is a perfect opportunity to combine my artistic abilities with my love of time pieces.”
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.
A whole new world is opening up to Alec Monopoly. His creative and unconventional influence should pave the way to new areas of expression and ingenuity. Discover the exclusive video of this new TAG Heuer's Art Creator.