Famous street artist designs Rossi's 500 helmet

May 21, 2018

INDIANAPOLIS, Ind., USA May 21, 2018 – Today, TAG Heuer starts the celebration of this 102nd running of the Indianapolis 500 race by bringing together two of its brand ambassadors, combining the world of racing and art. To do so, TAG Heuer tapped street artist and art provocateur, Alec Monopoly, to design the helmet for 2016 Indy 500 Champion, Alexander Rossi, to wear at the 2018 Indy 500. The helmet will first be worn today as Rossi runs his practice laps and on Sunday at the race.

Alexander Rossi said, “I am very excited to compete in the 2018 Indy 500 and represent TAG Heuer. It is truly an honor given the brand’s rich history in motorsport racing. This year I will be wearing a helmet that my fellow TAG Heuer ambassador, Alec Monopoly, designed specifically for me for this race. Given Alec’s creative aesthetic, I’m sure to stand out amongst my fellow race car drivers this year.” 

“It is an honor to partner with TAG to design Alexander’s helmet for this year’s Indy 500 Race”, said Alec Monopoly. “While I have done many incredible art installations during my career, this will be the first time any of my work has traveled at speeds in excess of 200 mph.”

Kilian Muller, President of TAG Heuer North America, added, “We are proud to bring together two of our ambassadors in celebration of this year’s Indy 500 Race. Each of them represent the best in their fields and our brand moto: #DontCrackUnderPressure! TAG Heuer has long championed motorsport racing and the Indy 500 and Alexander Rossi exemplify the very best of the sport.”

 TAG Heuer documented the design process of the helmet with video and images.

This year adding excitement for the race, TAG Heuer brand ambassador and Hollywood actor Chris Hemsworth will serve as the honorary starter for the 102nd Running of the Indianapolis 500, waving the green flag on Sunday, May 27th at the Indianapolis Motor Speedway.

TAG Heuer is the Official Timekeeper of the Verizon IndyCar Series as well as the 102nd Indianapolis 500 race. The Indy 500 is part of the Verizon IndyCar Series, an open-wheel top level of American Championship Car racing. The race is often referred to as ‘The Greatest Spectacle in Racing’ and is considered part of the Triple Crown of Motorsport, which is comprised of three of the most prestigious motorsports events in the world, rounded out by the Monaco Grand Prix and Le Mans.

The brand has a rich history with the sport of motor racing with current partnerships including the Official Partner of the Aston Martin Red Bull Racing Formula One Team, Aston Martin Racing Team and Founding Partner of the FIA Formula E Championship. The brand is also the Official Timekeeper for the legendary Carrera Panamericana and Pikes Peak in the USA; the Automobile Club de Monaco (ACM), the Monaco F1 Grand Prix, the FIA World Touring Car Championship (WTCC) and motorcycle racing in the Endurance World Championship (FIM EWC).

About Alexander Rossi

Alexander Rossi is an elite athlete and accomplished professional race car driver. In his rookie season as an IndyCar driver, he won the 100th running of the iconic Indianapolis 500 race. At the age of just 24 years old, Rossi was the first rookie to win his Indianapolis debut in 15 years. Before winning the prestigious race as a rookie, Rossi was a Formula BMW World Champion and became the youngest driver at just 18 years old to hold a Formula One Super License. His professionalism, perseverance and diligence in the sport make Alexander the perfect embodiment of the motto "Don’t Crack Under Pressure" and a unique young talent to the TAG Heuer family. 

About Alec Monopoly

“Alec Monopoly” is the alias of an unidentified graffiti artist, originally from New York City. Monopoly worked in the urban environments of New York, Miami, Los Angeles, Europe and throughout Asia using varied materials, including stencils, spray paint, epoxies, varnishes and newspapers, to subversively depict various iconic pop culture characters. Unlike other street artists, Monopoly avoids vandalism, often painting on abandoned buildings and warehouses rather than government properties or businesses. His adoption of the board game character Mr. Monopoly as his mascot was inspired by the stockbroker, Bernie Madoff, and is intended as a criticism of the billion-dollar bailouts and deregulation associated with major banks. Numerous American stars, such as Seth Rogan, Adrien Brody and Robert De Niro, have bought his works. Additionally, Paramount Pictures commissioned Alec Monopoly to design the logo for their production company, INSURGE. Having achieved international renown, he has also been commissioned for high-profile projects with The W Hotel, TAG Heuer, Vitamin Water, Avicii, and CoverGirl


In 1860, at the age of 20, Edouard HEUER founded his watchmaker’s workshop in the Jura Mountains of Switzerland. Creating the mikrograph in 1916, sponsoring F1 teams in the 70s or launching the first luxury connected watch in 2015 are just some examples of the major technical innovations, ultimate accuracy and passion for disruptive design that define our unique spirit. Headquartered in La Chaux-de-Fonds, TAG Heuer operates in 4 production sites, mastering the whole watchmaking process, and is active on all continents through 4500 points of sale, including 170 TAG Heuer boutiques, now directly on www.tagheuer.com in a selection of markets. TAG Heuer timepieces are designed for those who love challenges. Our influence is enriched by our unique communication strategy based on three pillars, Sport, Lifestyle and Heritage. Broad and disruptive, it embodies our legacy and DNA. Partnerships and ambassadors illustrate our open-minded and open-doors culture. The most prestigious and avant-garde names team up with TAG Heuer: RedBull Racing Formula 1 team, Monaco F1 Grand Prix, Formula E Championship, the biggest football leagues around the planet in Europe, Americas and Asia…- Manchester United; Trendsetters like it-girl Bella Hadid, the American star quarterback Tom Brady, Hollywood actors like Chris Hemsworth or Patrick Dempsey; and the first appointed Art Provocateur by a brand, Alec Monopoly!

#DontCrackUnderPressure is more than a claim - it is a mindset. More information on wwww.tagheuer.com

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Contact - Media relations:

Paul Wilmot Communications
Hampton Carney


Paul Wilmot Communications
Pedro Maldonado



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