Swiss haute horologer TAG Heuer kicked off Art Basel Miami with a special cocktail party and spectacular art takeover by Art Provocateur and Brand Ambassador Alec Monopoly.
The fete took place this Wednesday at TAG Heuer’s boutique in the core of Miami Design District, where guests enjoyed live performances and Belvedere vodka specialty cocktails, while Alec spray-pained a wall of 300 white rubber straps for the upcoming debut of his limited-edition Connected Modular 45 timepiece.
“I am thrilled to return to Art Basel Miami and celebrate the one year anniversary of my announcement as Art Provocateur for TAG Heuer”, said Alec in a press statement. “It’s exciting to celebrate the occasion with new artwork that depicts both my love of timepieces and the vibrant energy of South Beach.”
Today, Alec unleashed his artistry on a much larger canvas with a takeover of the Fontainebleau Hotel. façade. Scaling the 40-foot façade, he created a unique art installation that depicts the watchmakers’ logo and Alec’s namesake character. It is to remain on display until the end of Art Basel Miami.
“Alec shares TAG Heuer’s determination to push boundaries and his Art Takeover of the Fontainebleau Hotel reflects his willingness to conquer any challenge – even a 40-foot wall,” said Kilian Muller, president of TAG Heuer North America.
Another remarkable artwork adorns the windows of the hotel overlooking the pool. A commissioned sculpture is yet another piece that is to commemorate TAG Heuer’s celebration of Maimi Art Week.
Alec’s Connected Modular 45 watch will be available for pre-order later in December on TAG Heuer’s website.