Swiss watch and accessories specialist TAG Heuer has announced street artist Alec Monopoly as its new Art Provocateur.

Monopoly, known for his graffiti renditions of Mr Monopoly, is set to be involved at every level of the company's artistic creation. Jean-Claude Biver, CEO of TAG Heuer commented 'With Alec as Art Provocateur within my team at TAG Heuer, I would like not only to continue to reconnect the brand with the younger generation, the millennials, but also to pave the way for new areas of expression, in all domains from the products to marketing and communication to distribution…. His unconventional creativity and enthusiasm are contagious!'.