![]() Like the personalities he paints, including Jack Nicolson and, of course, Mr. Last week, he unveiled a new painting – a larger-than-life depiction of Jean-Claude Biver. “It’s part of graffiti culture to remain anonymous so you can continue painting,” says Monopoly, who points out that “tagging is not legal.” The artist has progressed beyond graffiti to paintings, which are exhibited in galleries in New York, his hometown, as well as Miami. Monopoly, whose name is an alias, is famous for wearing a bandana on his face to protect his identity. Jean-Claude Biver shows me on his phone a picture of the paintings he bought from artist Alec Monopoly. I can connect with people my age or 10 years younger, but with the millennials, I have to learn: why do they buy the brands they do why they spend so much money on sneakers, why do they have tattoos? So I asked my son. ![]() “I said, how can I connect with the new generation, who are not my customers today? When they are 14 to 20 years old, and I’m 68, it’s impossible. How did the 68-year-old Biver, a legendary watch executive who helped guide the industry through the quartz crisis of the 70s and now runs the successful watch division of LVMH, hook up with a millennial graffiti artist? Biver says it resulted from a conversation he had three years ago with his then 14-year-old son, Pierre. That’s more important than to make a watch.” He will bring his influence inside the company. The most important thing is that Alec will be our art provocateur. “To design a watch collection is not the most important thing about this partnership. ![]() And there may be a watch, but “the watch is not important,” says Jean-Claude Biver. Monopoly will also attend events with the brand and host parties.
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