Audemars Piguet

Security flanked the elevators that took us to the top floor.  The familiar AP photo background greeted us and we moved into the venue.

In the center of the area, numerous covered cases were arranged in a circular pattern.  The cases were manned, ensuring there would be no advance peeking at the new LeBron James Offshore.

The panoramic views were spectacular.

Much of the regular AP collection was on display throughout the layout.  Keen eyes will spot two of the 2013 novelties - the new ceramic cased Royal Oak Offshore Diver and the 44mm ceramic cased Royal Oak Offshore Chronograph.

The presentation stage had a massive screen on it and was flanked by flat screen TVs.

Many press members had flown in from around the world.  And some wore very impressive APs.

Our session began with a welcoming by APNA CEO Xavier Nolot:

Xavier then handed over to AP company CEO Francois-Henry Bennahmias.  Francois outlined the relationship between Audemars Piguet and brand Ambassador LeBron James.  He also gave some insight into the project, and the work that went into bringing the watch to life.

LeBron James arrived shortly after and we began a series of questions for him.  Francois had already made it quite clear that LeBron was very specific with his requests and thoughts on how the watch should look.  LeBron wanted the watch to match his personality and tastes, and was very direct with the design team in Le Brassus.

If you're wondering about LeBron's attire for the event, it would change for the evening session.  He had just arrived from Europe and came straight to greet us.

We learned a good deal of information during the Q&A.  Of high note to me was LeBron's lifelong passion for watches.  His interest began long before he became a famed basketball player.  He referred to a few pieces he might have had as a child, like a Swatch and something with a "Mickey Mouse head" on top of it.

LeBron had the idea of using a grey strap on the watch, and was very specific about not wanting to create another black themed timepiece.  As many have known there would be a LeBron James watch forthcoming from AP, there was an assumption it would certainly feature both black and red.  That would be an easy tie to his current team colors on the Miami Heat.  But he wanted to create something different, and as he told us, when his name is to appear on any product, he likes to be directly involved with its design.

"You don't want to do it too much".  That was Lebron's comment on the addition of diamonds to the ceramic start/stop push piece.  He wanted to have some "bling" on the watch to reflect his style, but he also wanted to make sure it would be a watch that could be flexible and worn at different times.

He liked the idea of an open caseback to reveal the Manufacture Caliber 3126 inside.  LeBron spoke briefly about his recent visit to the AP Manufacture in Le Brassus, and like everyone who realizes that journey, he gained a new respect for what goes into crafting an AP timepiece.  He referred to the visit as "one of the best experiences of my life".  Having visited AP Le Brassus myself earlier in the year, I agree wholeheartedly with LBJ's statement.

The watch was revealed to us on the big screen as we asked our questions.  After the sit down was complete, the curtains were removed from the display cases and we gained our first glimpses of the production watches.  It is worthy to note that AP has already begun deliveries on this timepiece.

We will examine the watch in much more detail in my next post.  The basic information is 44mm Royal Oak Offshore Chronograph with 18-carat  pink gold case and titanium bezel, grey dial with applied pink gold numerals, grey crocodile strap, black ceramic crown and pushers (with 14 diamonds inlaid into the start/stop pushpiece), exhibition caseback revealing automatic Caliber 3126, and limited edition of 600 pieces.

After the press session, we broke for a period and returned later for the evening festivities and official product launch.  Guests mingled about and enjoyed fine drinks and appetizers amid dramatic lighting and other effects.  The display cases were again covered and would remain that way until the timepiece was officially presented after LeBron's arrival to the event.

That arrival was of course handled in spectacular fashion.  It was very "AP".  Francois began his remarks adjacent to the large projection screen which contained an image of the city beyond.

Soon his phone rang, and it was LBJ announcing he would be a few minutes late.  "Unacceptable" was Francois' reply.  What followed was an entertaining few minutes of LeBron's high speed travels to the venue.  I made a recording of it, but due to some unsavory remarks from a bystander, I'm unable to present it without sound edits.  I'll see what I can do (PS - to the individual, you know who you are... thanks a lot!!).  It really was a unique idea that culminated with LeBron tossing a basketball from the video screen which then came over the top of the screen and was caught by Francois.  LeBron appeared on stage and was enthusiastically greeted by the crowd.

AP knows how to throw a party.  Rocking out on top of an amazing venue in South Beach with the world's greatest basketball player is a rather cool experience.

Next up, the Royal Oak Offshore LeBron James Limited Edition...

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