Miami Heat basketball star Lebron James is no doubt gearing up for the NBA playoffs. But in between practicing jump shots, the superstar athlete is also busy tweaking the Lebron James brand, which takes a rather luxurious turn with the signing of a new deal with Audemars Piguet.

The luxury men’s watch brand has brought on James as their next global brand ambassador.

As part of James’ ambassador duties, he will make time to collaborate with Audemars Piguet to develop a limited-edition men’s watch.

All proceeds from his watch sales will go toward the LeBron James Family Foundation.

“Audemars Piguet and I strive for excellence in all our endeavors,” Lebron said on the Audemars Piguet website.

“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.”

James, already a 2-time NBA Most Valuable Player, joins an elite roster of brand ambassadors including race car icon Michael Schumacher, Leo Messi who is currently considered the best football (see: soccer) player in the world, cricket legend Sachin Tendulkar, and top professional golfers such as Lee Westwood, Graeme McDowell, Rory McIlroy and Vijay Singh.

Audemars Piguet and James kicked off their partnership with a launch party last week at SoHo House Miami.

“LeBron James is a gifted athlete and an exceptional humanitarian. His mission truly mirrors ours and we are delighted to welcome him to the Audemars Piguet family,” said Philippe Merk, CEO of Audemars Piguet.

James is a dapper guy, always dressed in something cool and stylish and very expensive-looking. So the deal with Audemars Piguet makes total sense. I have no clue if Lebron James can help the Swiss watchmaker sell any additional (expensive) watches, but it’s a win for the superstar athlete; he is trying to build his own global brand beyond the basketball court and a partnership with Audemars Piguet can only help.

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