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."
So, Jean-Claude Biver took him at his word! A few months ago, in Switzerland, he suggested that Alec became not only the "Art Provocateur" for the watch brand he is CEO of, to imbue it with his creativity – but also to start to express himself in a different way, in the street, by tagging the TAG Heuer boutique located in the very heart of Miami's Design District, as part of the artistic ambiance of the famous Contemporary Art Week.
Alec Monopoly said: “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.”
Jean-Claude Biver, CEO of TAG Heuer and President of the Watch Division of the LVMH Group, commented: "To be the first, to be unique and different, has been my philosophy for the last 40 years. With Alec as Art Provocateur within my team at TAG Heuer, I would like not only to continue to reconnect the brand with the younger generation, the millenials, but also to pave the way for new areas of expression, in all domains from the products to marketing and communication to distribution….His unconventional creativity and enthusiasm are contagious!"
The next day, Jean-Claude Biver and Alec Monopoly inaugurated the Mondrian Gallery within the lobby of Mondrian South Beach, unveiling a giant wall graffitied by Alec. This ephemeral art installation, supported by TAG Heuer, is completely unorthodox and, since its inauguration, has become an unmissable stop for contemporary art connoisseurs who have flocked here during this busy week in Miami.