LeBron James x Audemars Piguet: Royal Oak Offshore Watch Launch
Only a celebrity as big as LeBron James could pull off a brand as big as Audemars Piguet. A 3-year collaboration between the Miami Heat MVP and AP culminated in the release of a new watch – The Royal Oak Offshore LeBron James. Each exclusive piece retailed for $51,500 with a 600 limited edition run.
Havas Events North America successfully gave homage to the meticulous details that go into the crafting of an Audemars Piguet timepiece, while giving a huge nod to the Miami’s decadent and elevated lifestyle. 50 international journalists hyped the event to press and 400 of AP’s best clients played to LeBron James and AP’s CEO Francois-Henry Bennahmias.
An epic reveal needed to be orchestrated. Havas Events NA combined theatrics and video to ramp up to LeBron’s arrival; Seamlessly blurring the lines between virtual time and real time, Lebron’s car drove to the venue on a virtual on screen to off screen, from virtual screen to physical reality.
LeBron then placed his hand into a minimal white box, as his limited edition watch built itself on his wrist on screen. A video simultaneously highlighted the craftsmanship, the microscopic details of the watch – the Piguet caliber 3126/3840 automatic chronograph with 22k gold rotor; The movement is visible through the sapphire crystal caseback; The chronograph start/stop pusher set with diamonds.
To break the rules you must master them. Audemars Piguet looks for individuals who help define style, talent, sophistication, and overall good taste. LeBron James was an appropriate brand ambassador – an athlete who’s gone beyond fame on the court; a fashion leader and trend setter. Havas Events North America did just that, and more. Within just a couple of months, every timepiece was sold.