A key player in the revival of the luxury watch industry and now head of the LVMH watch division (which includes TAG Heuer), Biver made Monopoly a brand ambassador, launching the partnership at Art Basel Miami. Monopoly developed a cult following on Instagram, and was then discovered by pioneering, maverick watch CEO Jean-Claude Biver. A graffiti artist, his trade involved tagging (painting) buildings – other people’s buildings – with his distinctive design. There was no artist at work on the day we visited – he was back in his home city of New York – but Alec Monopoly is no ordinary artist in-residence. It is a glass-walled room with paints, canvases and strikingly colourful artworks, finished and in progress. Walk from the workshop through some connecting corridors to the corporate offices, however, and you are greeted with an extraordinary sight. A sanitized workshop floor contains rows of technicians piecing together different watch components other rooms contain test laboratories and machines for finishing the timepieces. Inside, it’s as you would expect a high-end watch factory to be. The town is built on a US-style grid system, seemingly at odds with the rolling forested hills of the Jura that surround it. The manufacture of luxury watch brand TAG Heuer consists of a series of modern buildings on the edge of La Chaux-de-Fonds, in western Switzerland. Nathalie Breitschwerdt catches up with the elusive – and anonymous – LA-based graffiti genius. ![]() And he has now been tasked with rejuvenating the culture at watch brand TAG Heuer. The artist in his signature (dis)guise in Hong Kong Street artist Alec Monopoly’s distinctive creations are a blend of subversive graffiti culture and post-pop colour.
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