Audemars Piguet, the world's oldest watch manufacturer still in the hands of its founding families, has announced that LeBron James will become the watch company's new global brand ambassador.
James was chosen "for his commitment to excellence, skilled technique and unwavering generosity," says an Audemars Piguet release.
Fenway Sports Management, which recently announced a partnership with LRMR Marketing and Branding, brokered the deal between LeBron James and Audemars Piguet.
LeBron plans to collaborate with Audemars Piguet to create a limited-edition watch, with the proceeds from any future auctions of his timepieces going to the LeBron James Family Foundation.
James joins a list of brand ambassadors that includes race car driver Michael Schumacher, soccer star Lionel Messi, cricket legend Sachin Tendulkar, and professional golfers Lee Westwood, Graeme McDowell, Rory McIlroy and Vijay Singh.
''Audemars Piguet and I strive for excellence in all our endeavors,'' said LeBron. ''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.''