Along with the launch of a new second-hand business, Audemars Piguet is teaming up with one of its most famous brand ambassadors and Rankin for a new commemorative campaign to celebrate the 25-year anniversary of the Royal Oak Offshore.
Dubbed “The Future of First,” AP’s new promotional movement features LeBron James as its star, allowing the NBA icon — aided by a lone DJ — to deliver his explanations of what “first” truly means. “First comes out of nowhere,” James says. “First is a moment — an instant. First is a magic stunt. First gets into your head, and your brain is never the same. First isn’t an object, it isn’t a thing; first is an expression of will. First is who we are… true First must move forward… First must evolve.”
You can check out Audemars Piguet’s new LeBron James-starring vignette above. To learn more, check out Audemars Piguet’s page dedicated to the Royal Oak Offshore.
Earlier this month, AP also revealed plans to release the Royal Oak Chronograph in platinum.