Audemars Piguet
Royal Oak Offshore Lebron James | Global Launch | Miami
Challenge
Create an utterly exclusive event for 600 limited edition pieces that retailed for $51k+ each.
Launch of a new watch "The Royal Oak Offshore LeBron James"
the climax point of a three year collaboration between LeBron James and Audemars Piguet
Give homage to the meticulous details that go into crafting an AP timepiece, while giving a huge nod to Miami’s decadent and elevated lifestyle.
Use Lebron James purposefully.
Solution
A nod to the brand’s Swiss origins: with the choice of a venue built by avant-gardist architects Herzog & De Meuron.
A dramatization of LeBron’s arrival on stage: LeBron's car drove to the venue for a live on-screen to off-screen moment that showed a futuristic connection between the virtual screen and the physical reality.
An epic reveal of the watch:
the LeBron’s limited edition watch literally built itself on the legendary NBA star’s wrist, on screen, highlighting all the microscopic details of the watch.
we used state-of-the-art technology and combined theatrics and video to display fine craftsmanship in the most spectacular way:
Result
50 international journalists for an astonishing global media coverage.
Within just a couple of months, every timepiece was sold!
400 of AP’s best clients were offered the opportunity to have priceless interactions with LeBron James!