With an artists like Alec Monopoly and a brand as big as Tag Heuer, there was only one obvious option to announce a new partnership. A gigantic 50-foot mural hanging from front of the Mondrian Hotel during Art Basel in 2016.

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Street artist Alec Monopoly has become the new Art Provocateur for the luxury watch brand which means that he will be involved on every creative level with the brand. During the announcement celebration at Art Basel, Monopoly said “this is a 360 partnership where I’m going to be a brand ambassador, where we’ll be doing billboard campaigns all over the world and I’m also going to be designing the watches. But I’ll also be transforming the boutiques into art galleries where I’ll be able to show works on the front and the sides, so it’s going to be amazing.”

From the perspective of Tag Heuer CEO Jean-Claude Biver, the partnership potentially holds the key to gaining the attention of a whole new class of customers. Also speaking at the Art Basel announcement, Biver said they want to “talk to a new generation, not only the people who can buy the watches now.” This strategic move goes against the grain of typical advertising strategy for luxury brands of targeting current customers in hopes to gain momentum with Monopoly’s millions of social media followers and celebrity appeal alike.

So far, there is one Monopoly inspired Tag Heuer Carrera watch available retailing at $5,450 that can be found here. Time will tell how this partnership plays out but we can certainly expect many more time inspired pieces by Monopoly especially considering Tag Hueur is building him a studio.