Women’s Wear Daily
04.24.2014
fashion-scoops
fashion-scoops

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.

fashion-scoops/news

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.

RELATED STORY: LeBron James on Style and Swagger >>

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