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LeBron James Launches Sports Watch in South Beach

Some of the guests laid eyes on their watches for the first time, having purchased them sight unseen.

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KING JAMES TIME: Audemars Piguet launched LeBron James’ limited-edition sports watch in South Beach last week with a party at the Herzog & de Meuron’s parking garage at 1111 Lincoln Road. Hundreds of guests, some of whom laid eyes on their watches for the first time, having purchased them sight unseen, viewed a high-tech film that spliced together pre-recorded and live video. Its James Bond-inspired plot involved James prepping for the party from wardrobe — he eventually settles on a Tom Ford suit, a pricey shoot expense considering a replica had to be ordered for his body double. Characters, including Audemars Piguet ceo Francois-Henry Bennahmias, emerged in real life on the stage. The Swiss brand's choice of venue made sense when James drove up a ramp and emerged from a Ferrari 458 Spider in front of the surprised crowd. The reigning NBA MVP then did a magic trick by putting his bare arm in a box and pulling it out with his watch on. Since Audemars Piguet is sponsoring Art Basel Miami Beach in December, the celebration is the start of many to come.

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