Alvin Chong

Filipe Masetti

Cowboy, Filmmaker & Adventurer

A young man’s dream to ride across the Americas on horseback, became an inspiration and voice for many communities along his 27,000km journey. Luminox caught up with the now award-winning filmmaker and best-selling author Filipe Masetti, to discover his drive and how his thirst for adventure has now helped so many others. What started as a simple desire for adventure, turned into much more.

Renowned tattoo artist Alvin Chong has spent over a decade in the tattoo industry, evolving from a hobbyist to a professional. His artistic journey, however, is deeply intertwined with his passion for helping the less fortunate, making him a true example of resilience, determination, and community service. Alvin’s career path was unconventional. After starting in advertising and video production, he returned to his family’s business in 1998, which was unrelated to the arts. In 2010, he rediscovered his artistic roots through tattooing. Over the years, he has witnessed the industry transform, with tattoos becoming more than just an art form—they are now a personal accessory.

Giving back to the community has always been part of Alvin’s life. Since childhood, he has contributed in meaningful ways, whether through monetary donations or clothing contributions. His efforts to help the community gained momentum in 2018 when he spearheaded a fundraising campaign for the Dignity for Children Foundation, supporting Orang Asli children. Alongside fellow tattoo artists, he dedicated a day’s earnings to the cause, raising approximately RM14,000. Following this success, Alvin extended his efforts to disaster relief, together with a fellow Malaysian Fjällräven Polar Expedition winner, they raised RM10,000–RM12,000 for earthquake victims in Palu, Indonesia. During the COVID-19 pandemic, he collaborated with tattoo artists to raise RM44,000, providing aid to underprivileged communities in Malaysia.

His most memorable experience remains his work with the Dignity for Children Foundation, where he personally delivered groceries and connected with families in need in the Orang Asli community. Despite the challenges of fundraising, particularly during COVID, Alvin remained committed to ensuring transparency and accountability in distributing donations. His ability to balance work as a tattoo artist with his philanthropic efforts comes naturally—helping others is simply part of who he is.

Looking ahead, Alvin plans to continue supporting communities through a new initiative—fundraising via the sale of his artwork sketches. Each piece will be carefully curated to generate funds for those in need, further solidifying his dedication to making a difference.

“Be kind. Kindness creates generosity. When you give to others, the impact you make in someone’s life is a priceless gift in return.”

– Alvin Chong

Luminox watches stand as a symbol of strength, precision, and dependability – they represent the unwavering spirit of everyday heroes—individuals who demonstrate resilience, dedication, and selflessness in their communities. We’re proud to nominate Alvin who has inspired others through his commitment to making a meaningful impact in his community.