You’ve seen luxe Audemars Piguet watches on the wrists of several celebrities. You’ve even heard Jay-Z rap about the brand—a move that may have helped him land a collab creating an exclusive timepiece with the Swiss manufacturer. Now Hov’s buddy LeBron James is next to design a limited-edition piece (so much flyer than working on a sneaker, right?). LeBron will do the honors as the new global brand ambassador for the AP team.

In addition to creating his own timepiece, LeBron will be featured in a range of advertising and marketing campaigns for the company and has also pledged to donate the proceeds from any future auctions of his timepieces to his namesake charity, the LeBron James Family Foundation.  

The partnership was celebrated at a launch at SoHo House in Miami. James attended with his girlfriend Savannah Brinson. His teammate Chris Bosh and singer Craig David were also in the house to toast his new post.

(Photo: Mike Ehrmann/Getty Images)