Alec Monopoly

OttoWilliam

I dont even know the age of this alec monopoly dude. how old is he ? anybody know ?

Hubert

This obviously is a play towards expanding brand awareness towards millennials and hipsters. Like all the opinions posted so far, I wonder how much this new direction is detracting and potentially losing the appeal of original fans.

dtf

With the odd exception, most original fans probably only buy 2-3 tags ever, so we probably aren't a big factor in marketing decisions. If they can sell them to a tiny percentage of people who follow the millionaire lifestyles they will have sold a lot more watches. Meanwhile I'll be trying on a Rolex or omega, but what is one lost sale against thousands of new ones?

This partnership goes way beyond marketing and advertising and, from the words of Mister Biver, "Alec will have a 360-degree role in the heart of TAG Heuer creation process." ...

Alec Monopoly, as explained to us by Jean-Claude Biver, will have several roles at TAG Heuer:

-- He will have an atelier right in the heart of the Manufacture at La Chaux de Fonds. There, he will be able to create paintings for TAG Heuer
-- He will create painting for the boutiques, to create for each of them a unique visual identity (something that breaks the usual codes of “one brand, xxx boutiques, one unique identity”). As of now, TAG Heuer boutiques will be decorated by Alec Monopoly and adapted to the local atmosphere, creating a unique experience for each boutique.
-- Alec Monopoly will also decorate the frontage of the boutiques, then again to create a unique experience and identify TAG Heuer as something different and disruptive.
-- Alec Monopoly could potentially create unique accessories on request for TAG Heuer (for instance the bags or leather jackets you can find in the shops could be painted by Monopoly, or as piece unique or as part of a series).
-- Alec will also be involved in the creation of dials and watches. 2 options are possible: or creating pieces unique or using one of his work as a lithography to be replicated in a limited edition
-- Alec will be part of “happening days” in the boutiques. Imagine you come with your own TAG Heuer watch or buy a new one in the boutique and you’ll be able to have it personalized live by Alec Monopoly as an art piece.

C calibre11user

-- Alec will be part of “happening days” in the boutiques. Imagine you come with your own TAG Heuer watch or buy a new one in the boutique and you’ll be able to have it personalized live by Alec Monopoly as an art piece.

We have the profile of the customer who cannot buy TAG Heuer, and we have the profile of the customer that buys TAG Heuer today. It’s very important to know the ones that cannot buy now because they are the ones that will buy next year, or in five years, or eventually in ten years.

You can put maybe 60% of the [marketing] money on the people that can buy, but you have to put the 40% on the people that cannot buy now, but in five years. If you don’t start talking to these people, how do you expect them to buy the day they can afford to?

I have the incredible privilege to have five kids. The oldest is 38, while the youngest is 16.

I talk a lot to the youngest because I am fascinated by the new generation. If I don’t know the brands he is buying, the type of music he likes, if I don’t know the type of tattoo he wants to have on his body, then I will never understand the new generation. If I don’t understand the new generation, then I cannot do my job.

Because my job is not to feed the old [customers], I have no problem with them, I understand I know how they react, but I also need the future. The future [generation], they will judge my job, not the old people that are dying with me.

By the way, we have an advisory board at TAG Heuer, made of people between 14 and 18 years old. And I meet with them. We show them advertisements. We ask them what do you think of Gigi and Bella Hadid? What’s your opinion about Lady Gaga?

We ask all these questions, we show them pictures, we show them products, and they give us their judgement and recommendation. I listen to these young people. I am very excited and I admire and I respect the future.

Many old people reject [the young], they say this artist is not serious, I don’t like it, I hate this music – that’s when they become old. And this was the problem we had at TAG Heuer with some of the managers. Once you are old, you don’t get young again. So never get old! [laughs]

elbeik

Join the celebrations; today is Alec's birthday, and TH instagram feed shows the ambassador sporting a mutant Carrera in one hand, and apparently a V4 Monaco in the other.
Worrying.

Big Adam

Happy birthday you bell-end.