By  on November 30, 2016
During Art Basel Miami Beach.

"Tomorrow is more important than today," said Tag Heuer chief executive officer Jean-Claude Biver from the Mondrian Hotel in South Beach on Wednesday, defying the "live each day like it's your last" mentality. "If you spend all of the money talking to today's customer, what happens tomorrow, when today's customer is dead?" Valid point.

Tag Heuer is attempting to snare the attention of the younger set through a new art partnership with graffiti artist Alec Monopoly, who has been putting his tag — get it? — on the brand's campaigns. The watch brand unveiled the partnership during Art Basel Miami Beach. "We want to make the new generation dream about us," Biver continued to explain.

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