When art meets time: TAG Heuer celebrates the launch
of two new editions with Art Provocateur Alec Monopoly in London
of two new editions with Art Provocateur Alec Monopoly in London
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Continuing its collaboration with the street art star, the avant-garde Swiss watchmaker launches two new models in its Formula 1 and Carrera collections at the TAG Heuer London Flagship Boutique. The story behind the new Carrera’s design is captured in a clever 60-second video.
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London, United Kingdom – 1 February 2019: TAG Heuer’s Art Provocateur, Alec Monopoly, is at it
again! The world-famous street artist has helped the Swiss watchmaker design two new models that
were presented last night at a cocktail party at the TAG Heuer Boutique, in the heart of London’s West
End. The gallery walls were adorned with original TAG Heuer inspired paintings and sculptures
created by Monopoly. Guests witnessed Monopoly create a live painting customization across 50 of
the watch boxes which clients had the opportunity to purchase that night. The Swiss watchmaker also
presented a short video that tells the imaginative story behind the design on the dial of the new Carrera
HEUER 01, one of the wristwatches unveiled at the event.
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TAG Heuer Formula 1 and TAG Heuer Carrera Alec Monopoly edition
Original and colourful, these TAG Heuer Formula 1 and Carrera wristwatches feature the little banker
called Monopi wearing a red bandana over his face and throwing green cash across the dial. Alec
Monopoly’s instantly recognisable signature is found in the background in yellow, blue and red. The
41 mm Formula 1 model is presented on a black rubber strap. The sporty watch features a stainless-
steel unidirectional bezel with a black PVD coating that is engraved with a 60-minute scale. The
watch’s bold black design is the perfect backdrop for the bright artwork on the dial to truly stand out.
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The Carrera model takes the idea a step further – the eye-catching ALEC logo adorns the sapphire
caseback, through which the wearer can enjoy a view of the TAG Heuer Calibre Heuer 01 manufacture
movement inside the watch. This stylish 43 mm chronograph features a case and lugs in brushed
stainless steel and is presented on an H-shaped stainless-steel bracelet with an alternating brushed
and polished finish. The fixed bezel, with its iconic tachymeter scale, is made from black ceramic.
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Mr. Monopoly comes alive: “Mysterious night in the Manufacture”
A new 60-second video conceptualised and created by TAG Heuer tells the story behind the Carrera
HEUER 01 timepiece. One mysterious night at the Swiss watchmaker’s headquarters, a mural in
Alec Monopoly’s studio magically came alive and the artist’s iconic character, Monopi, jumped out of
the artwork. His overnight adventure took him through the offices, the TAG Heuer museum, lab and
factory. In the morning when TAG Heuer’s employees began to arrive, the curious character had to
find a hiding spot. Drawn to the timepiece on a watchmaker’s workbench, Monopi quickly dove onto
the dial just before he was caught. The video has been published on YouTube and is also visible on
all of TAG Heuer’s social media channels. Whether you believe in magic or not, the video is proof
that there is a powerful creative energy pulsing through the halls of TAG Heuer.
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The DBS Superleggera was the perfect choice for this collaboration with TAG Heuer. Aston Martin’s Super GT with its 5.2-litre twin-turbo V12 engine is the ultimate combination of style and power, utilising modern materials and precision craftsmanship. The car delivers an unforgettable driving experience and class-leading in-gear acceleration and the innovative aerodynamics meld beautifully with its compelling curves. Nicknamed “the brute in a suit”, the Aston Martin DBS Superleggera is immaculately styled, obsessively engineered and outrageously potent.
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The Aston Martin DBS Superleggera TAG Heuer Edition is presented in Monaco Black paint with a satin black tinted carbon fibre roof, mirrors, vents, louvres, splitter and spoiler. The bespoke specification includes satin black 21” twin spoke wheels fitted with Pirelli P Zero tyres with a red accent to complement the red brake calipers. If the unique livery with red highlighting doesn’t give away the model type, the fender badge with TAG Heuer logo will do so. Inside, the DBS boasts pure black leather and alcantra seats with red stitching and bespoke TAG Heuer quilting, each displaying the TAG Heuer logo, and carbon fibre and dark chrome has been used throughout to accentuate the clean lines of the cockpit.
TAG Heuer and Alec Monopoly: art and avant-garde watchmaking
TAG Heuer and Alec Monopoly first came together in 2016 when the artist was announced as the
Swiss watchmaker’s Art Provocateur at Miami Contemporary Art Week. On that occasion, Alec
Monopoly tagged the TAG Heuer boutique in the Miami Design District. A year later, his artwork was
featured on a TAG Heuer special-edition watch for the first time. The two latest models in TAG Heuer’s
product range are an extension of this creative collaboration.
Combining watchmaking craftsmanship, contemporary art and timeless style, these two TAG Heuer
timepieces are sure to be a hit among street art fans and watch connoisseurs.
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TECHNICAL DETAILS
Model: TAG Heuer Formula 1 Alec Monopoly
Reference WAZ1119.FT8023
Movement
Calibre Quartz
Display Hour, minute, seconds, date
Case
Diameter 41 mm
Brushed stainless steel
Unidirectional rotating bezel with 60-minute scale in steel with a black PVD coating
Flat sapphire crystal
Screw-down crown in stainless steel with black PVD coating and steel protection
Screw-on caseback in stainless steel with special engraved ALEC logo
Water-resistant to 200 metres (20 bar)
Dial
Alec Monopoly dial
Black flange with 60-second/minute scale
Faceted, polished and black gold-plated hour and minute hands with SuperLuminova®
Red and black gold-plated central hand
Strap
Black rubber strap with stainless-steel pin buckle
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TECHNICAL DETAILS
Model: TAG Heuer Carrera Alec Monopoly
Reference CAR201AA.BA0714
Movement
TAG Heuer Calibre Heuer 01 manufacture movement
Automatic chronograph
Diameter 29.3 mm
Power reserve of at least 50 hours
Display Chronograph: hour and minute counters, small second, date
Case
Diameter 43 mm
Brushed stainless steel
Ceramic fixed bezel with tachymeter scale in black
Domed sapphire crystal with double anti-reflective treatment
Sapphire caseback with printed ALEC logo
Water-resistant to 100 metres (10 bar)
Dial
Alec Monopoly dial
Anthracite flange with 60-second/minute scale
Rhodium-plated minute and hour chronograph counter rings
Anthracite permanent second indicator
Rhodium-plated hour and minute hands with SuperLuminova®
Rhodium-plated and polished red central hand
Strap
Stainless-steel bracelet and folding clasp
Limited Edition - Only 50-Pieces
Discover the full campaign at: https://www.tagheuer.com/alec-monopoly-watches
Hero Film: https://www.youtube.com/watch?v=aXPupoNpkas
Behind the Scenes: https://youtu.be/gIc4iHQ8CuU
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Press Release - 2019
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For further information, please contact:
Sonja Hagmann, International PR Manager
Tel. +41 32 919 81 52
Mobile: +41 79 898 54 73
E-mail: sonja.hagmann@tagheuer.com
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