LeBron James x Audemars Piguet: Royal Oak Offshore Watch Launch
After a 3 year collaboration, Swiss watchmaker, Audemars Piguet, and Miami Heat MVP and Audemars Piguet ambassador, LeBron James were finally ready to launch the new Royal Oak Offshore LeBron James Limited Edition timepiece globally.
Each timepiece retailed for $51,500 and only 600 timepieces were created. Havas Events NA was asked by Audemars Piguet to create and execute a unique event in honor of the global release of the exclusive Royal Oak Offshore LeBron James timepiece.
Our goal was to conceptualize and achieve an interactive storyline that focused on LeBron James’ Miami lifestyle rather than his position as a Miami Heat player that also builds anticipation for the watch’s final reveal. In addition, we wanted to create an original display to present both the new timepiece and previous Audemars Piguet models. In order to do this we needed to create a press conference opportunity for 50 international journalists where they could engage with both LeBron James and AP’s CEO Francois- Henry Bennahmias. Following the press conference we Conceptualized and executed a gathering for 400 of AP’s best clients to showcase the watch and it’s relationship to AP’s ambassador.
1111 Lincoln in Miami was selected and repurposed for both the press conference at 5:30 pm and the evening festivities at 7:30 pm. This venue was chosen for three reasons; it is a unique venue created by Swiss Pritzker Architecture Award winners Jacques Herzog and Pierre de Meuron (also known for creating the Bird’s Nest Olympic Stadium for the Beijing games), it is a large, blank canvas that is architecturally open to the execution of sophisticated branding concepts (the garage aspect facilitated the use of a car for our reveal) and it offers expansive 360 degree views of Miami, adding to the atmosphere of the evening.
In order to reveal the watch in a unique and exciting way, we created a series of videos that built anticipation of LeBron James’ arrival by portraying his journey from his home to the venue in “real time”. Added suspense was incorporated by a countdown to his arrival. In addition, we developed a video that builds anticipation for the watch’s reveal by showing it piece by piece before its full design reveal.
We utilized cinetheater effects, which adds a 4th dimension to films by allowing an interaction between characters and objects within the screen to those on stage, thereby blurring the division between reality and theater. The technique also was able to create a “magical” effect using a customized “arm box” and an accompanying video that simulated the creation of the watch directly onto LeBron James’ wrist and also simulated LeBron James signing the back of the newly revealed limited edition watch.
Finally, we created six art installations to display the new timepiece. Each installation included customized black basketballs each with the Audemars Piguet logo and Lebron James’ signature. The basketballs were sent as thank you gifts to key guests post event.