Audemars Piguet
Royal Oak Offshore Lebron James collaboration
| Global Launch | Miami
| Global Launch | Miami
Our challenge
This launch signified the magnificent three years of collaboration and pays tribute to Miami’s decadent and elevated lifestyle.
The client wanted an exclusive event giving homage to the meticulous crafting of Audemars Piguet and the legendary status of LeBron James. Additionally, 600 limited edition time pieces (each retailing for $51k+) were available for private viewing and sale to the guests.
This event also needed to use LeBron James’ image purposefully, adding to his legacy as a global icon. This event also needed to use LeBron James’ image purposefully, adding to his legacy as a global icon.
To celebrate the collaborative relationship between
LeBron James and Audemars Piguet and commemorate the launch of the new watch, "The Royal Oak Offshore LeBron James."
Solution
Each decision made was focused on celebrating the culture and heritage of Audemars Piguet and LeBron James.
The venue, crafted by Herzog & De Meuron, was chosen to celebrate the brand’s Swiss origins and highlight the innovative and avant-garde architecture.
LeBron’s image and legacy were integral to the launch. Beginning with LeBron’s car being streamed as live on-screen action and smoothly transitioning into his off-screen arrival, the celebrity’s journey depicted the connection between the physical reality and the virtual screen — innovation and creativity.
Our talented team seamlessly integrated state-of-the-art technology with captivating theatrics to display the exceptional craftsmanship of Audemars Piguet.
The grand unveiling of the watch was an awe-inspiring moment, as the on-screen portrayal depicted the intricate construction process, culminating in the watch coming to life on LeBron's wrist. In a moment of magic, it seemed like the watch had been crafted piece by piece around LeBron. Every minute detail of the timepiece was meticulously highlighted, offering a mesmerizing experience that celebrated both innovation and artistry.
Within just a couple of months, every timepiece was sold!
The event garnered widespread global media coverage, with over 50 esteemed international journalists in attendance, capturing the attention of audiences worldwide.
Audemars Piguet’s top clients were presented with the exclusive and unforgettable opportunity to have personal interactions with LeBron James, and other attending celebritites.
