Today at BaselWorld, the American Street artist from New York Alec Monopoly sprayed the facade of the TAG Heuer booth. Since he accepted the invitation of Jean-Claude Biver, CEO of TAG Heuer, to become « Art Provocateur » for the brand, Alec Monopoly has started to invest in every artistic stages of the company, by adding his contagious boldness. The disruptive spirit is here !

Today at noon at BaselWorld, a “Live Painting” instant was organized with Alec on the TAG Heuer booth. The aim ? To paint and sign the facade of the booth, and to add the famous graffiti of Alec Monopoly, which are sold at premium prices in New York.