west hollywood, california february 13: audemars piguet celebrates shai gilgeous alexander as newest friend of the brand at the ap house los angeles on february 13, 2026 in west hollywood, california. (photo by kevin mazur/getty images for audemars piguet)
Kevin Mazur/Getty Images for Audemars Piguet
The NBA star shares his thoughts on watches, style, and why spending time with his family is "the ultimate luxury."
Estimated read time4 min read
Shai Gilgeous-Alexander, the Canadian born guard for Oklahoma City Thunder, is a four-time NBA All-Star and was named MVP of the 2024-25 season. He has built a career on consistent and mindful dedication to hard work, an approach he applies equally off the court.
When it comes to style, Gilgeous-Alexander is a fan of authenticity and purpose, which means—no surprise—that he is an official friend of Audemars Piguet, with a burgeoning collection focused on one specific watch design, it’s most famous. Recently, I got on a call with the basketball legend to talk about another legend, albeit a horological one: the Royal Oak.
Nick Sullivan: Is it important to be intentional on and off the court about the details that people don't always notice?
Shai Gilgeous-Alexander: I've always believed the little things matter on the court; it's the details that make the difference in the game. Off the court, it's really the same thing; how I carry myself, the way I show up, even the small choices other people might not notice. It's about being consistent and intentional in everything I do.
crowd scene with a person in casual attire interacting near a car
Ammar Multani & Sam Balaban
Shai Gilgeous-Alexander wearing the Royal Oak Mini in Frosted Gold.
You’re known for your strong fashion sense. But what draws you to watches, in particular, as a form of expression?
Watches are a great way to express who you are without saying a word. It's not just about like telling time. It's about style, history, craftsmanship. It’s something that feels intensely personal, something that speaks to your own taste, your own developing story.
Why is developing your own taste important to you?
In today's world, everything is so visible, so I try to stay grounded in who I am. I follow my own rhythm, make decisions that feel true to me, and focus on the work and life I want to live rather than like what everyone else thinks it should be.
What makes you choose one AP Royal Oak over another on a given day?
It’s entirely based on how I'm feeling at a certain moment; it could be what I'm wearing and how it complements the outfit. But a lot of times it's like just how I'm feeling at that moment.
You currently own four AP Royal Oaks, but which one is your favorite?
I don’t think I could choose one, but I definitely wear the Mini Frosted 23mm in white gold the most.
So, it’s an everyday watch for you?
I wouldn't say every day, but I definitely wear that one the most.
west hollywood, california february 13: audemars piguet celebrates shai gilgeous alexander as newest friend of the brand at the ap house los angeles on february 13, 2026 in west hollywood, california. (photo by kevin mazur/getty images for audemars piguet)
Kevin Mazur/Getty Images for Audemars Piguet
Wearing the Royal Oak Selfwinding Perpetual Calendar in “Bleu Nuit, Nuage 50” ceramic.
In today's very visible sports culture, how do you stay true to your own rhythm?
I just stay authentic and do what I love. Ultimately, I don't follow trends myself. I try to be the first on anything and create my own trends.
What does that mean in terms of watches? Are you looking for look in a watch or a function? What do you look for in a watch?
I’m looking for style, but also something with history—a backstory—is what I naturally gravitate towards. It’s very similar with cars; the more there’s a story, the more meaningful it is.
Time is the one thing athletes are constantly measured against in games, seasons, careers. How has your relationship with time changed as you've grown in the league?
Time has always been something I've measured myself against. But I've come to respect time more; to use it intentionally and to understand that how you spend it meaningfully shapes your legacy. And that means that means also how you spend your time off the court with your family, with your friends.
So, how do you switch off?
At home with my friends and family. TV turned off, outside, playing sports, running around, chasing my son or on a date with my wife, doing the simple things in life. You know, that's the ultimate luxury.
Do you think style, whether in fashion or watches or even in basketball, is more about confidence or about discipline?
I think it's both. Confidence gives you the freedom to wear what feels right, but discipline keeps it consistent and intentional. On or off the court, they go hand in hand.
denver nuggets v oklahoma city thunder
Joshua Gateley//Getty Images
Celebrating a basket against the Denver Nuggets on March 9, 2026.
As the newest friend of Audemars Piguet what was it about the maison that really struck you? Did you go deep on it?
Yeah, I learned a ton. AP has always represented excellence and timeless design. At this point in my career, it feels right to align with the brand that values craft, innovation, and authenticity; it’s just a perfect fit in the right moment.
When you think about your NBA career one day through your son’s eyes, what lessons or values do you hope you will be able to convey to him?
I hope he sees that hard work, dedication and respect matter. That staying humble, taking care of your family, and being intentional with your time, those are the things that mean the most.
Is there a Royal Oak you do not yet own but which fascinates you?
I’m very interested in white ceramic as a material.
What is it about the Royal Oak in general that resonates with you?
There's a particular shape to the Royal Oak, something that is mythical in a way. It's so sleek, it’s subtle and loud at the same time. That’s what makes it so unique.