Swiss luxury watchmakers Audemars Piguet is getting into the resale market, and notably the first big luxury watch brand to do so. Fittingly, the company releases a new campaign titled The Future of First, and stars the top basketball player in the world, LeBron James.

Directed by famous British portrait and fashion photographer Rankin, the collaborative visual focuses the spotlight on James's explanations of what "first" truly means.

With Audemars Piguet continuing to push engineering, craft, and design further than any other watchmaker before in the past 140 years, the campaign also celebrates the 25th anniversary of the label's classic Royal Oak Offshore collection.

In more AP news, the brand's latest watch will set you back a cool $34,800 USD.

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