TAG Heuer

Last year at Baselworld, attendees were treated to a painting demonstration by graffiti artist and TAG Heuer “Art Provacateur,” Alec Monopoly. 

Little did I realize that, in less than a year, the image Alec painted on the wall at that demonstration would be strapped to my wrist. 

In October, TAG Heuer announced the Alec Monopoly Formula 1 watch using the dial design Alec painted in Basel. Call it an impulse buy...whatever. I simply knew I wanted it. 

I think many of us appreciate a watch with a personal connection, I just didn’t expect it in a 41mm quartz. But there it was.

It’s loud, colorful, full of energy and void of the “over” seriousness that can sometimes infect a collection. Let’s face it, most of my non-WIS friends probably consider me a watch snob. I hate that label. But if one watch could break the curse of being a watch snob, this is it. 

I’m not going to try to sell you on haute hologerie here – that’s not what this watch is about. Instead, TAG Heuer’s recently released Alec Monopoly Formula 1 is about something very different. Fun. It’s exactly what you see. 

This watch is playful and refreshing but, as a review, there’s very little I can say that isn’t obvious at first glance. This watch is probably the most polarizing item I’ve seen come from the manufacture…ever. Either you love it or hate it, and either way, that’s okay.

Still, this watch excites me for lots of reasons. First, it serves as a reminder of seeing Alec in action at Baselworld. As an artist myself, I was able to really appreciate the experience. Next, I had the opportunity to sit down and speak one-on-one with Alec. Simply put, I like the guy. He was a blast to talk with. Make no mistake, he’s not some paid brand ambassador shilling the label, he is an avid collector and very passionate about the brand. 

He explained to me how, as a kid, he looked up to TAG Heuer and hoped to one day be able to afford one. Congratulations! You made it. 

My point is that Alec is the real deal. Regardless of your take on him or his style, the guy is genuine in his enthusiasm for the brand. He lights up when talking all things watches and his relationship with TAG Heuer. Respect.

Back to the watch, I was particularly impressed that TAG Heuer created a Limited Edition of only 200 pieces. Typically, we think of LE’s being reserved for “higher-end” pieces. In this case, the brand created exclusivity that would fit most budgets. It’s very reasonably priced by Swiss Watch standards.

Of course, it didn’t take long for the sharks to circle. Almost as soon as they started shipping, models started to appear on auction sites commanding three to four times the MSRP. My guess is that even the brand was surprised by the demand for this piece. 

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