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Haute Event: Audemars Piguet Celebrates LeBron James as New Global Brand Ambassador at Soho Beach House

On Saturday evening, Soho Beach House in Miami Beach was swarming with VIPs and celebs as everyone’s favorite Swiss luxury timepiece brand, Audemars Piguet celebrated the announcement of LeBron James as its newest global brand ambassador.

Joining “King James” (who donned the new Audemars Royal Oak Offshore) on the red carpet was Audemars’ CEO Philippe Merk and its President of North America, Francois-Henry Bennahmias, along with notable guests including James’ teammates Chris Bosh and Juwan Howard, and former New York Mets star, Mike Piazza.

The pool at Soho House used high-tech special effects to project videos from LeBron’s recent ambassador photo shoot.  The evening also included special performances by DJ Cassidy and Rae, with an impromptu performance by British singer/songwriter Craig David. Specialty cocktails were served by Atlantico Rum and Tequila Avión throughout the evening.

While LeBron may be the first NBA star to become an ambassador for the brand, Audemars is no stranger to professional athletes. Other ambassadors for the brand include professional racecar driver, Michael Schumacher, soccer superstar Leo Messi, cricket legend Sachin Tendulkar, and PGA gofers Rory McIlroy, Lee Westwood, Graeme McDowell, and Vijay Singh.

More than 200 additional guests showed up to fete this new marriage of the NBA superstar and the storied watch brand. It is a perfect match, considering that both embody all that encompasses the haute luxury lifestyle. LeBron and Audemars have many plans in the upcoming year that include collaboration on an exclusive limited-edition timepiece as well as several philanthropic efforts.

“Audemars Piguet and I strive for excellence in all our endeavors,” LeBron said. “I am honored to be the next global brand ambassador and join the ranks of industry greats who have previously represented the brand. I am also excited to collaborate with AP on an exclusive timepiece that will be the ultimate symbol of our partnership.” And so are we!

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New York February / March 2014
New York February / March 2014