At the invitation of Jean-Claude Biver, TAG Heuer’s CEO, world renowned street artist Alec Monopoly as TAG Heuer’s Art Provocateur created contemporary art work in the atrium of Beinjing SKP, China.
The international leading luxury shopping mall brings together the latest fashion trends where TAG Heuer created a colourful graffiti space to exhibit Alec Monopoly’s creations. Two TAG Heuer Carrera watches decorated with colourful graffiti were also displayed at the event.
Alec Monopoly brings to TAG Heuer a renewed sense of unconventional creativity and enthusiasm – attributes, which help the brand continue to resonate with millennials. The unconventional artist also gave a lecture in Academy of Arts & Design, Tsinghua University, and then he surprised the art students by creating art onsite.
"For me, graffiti has no boundaries and shackles, and it's more fun and free than any other art. It also belongs to the public. TAG Heuer has been leading the trend with its pioneering spirit, and this also goes with the philosophy of the art that I pursue.”