NEW YORK — Dwyane Wade might have sat front and center during the men’s fashion weeks in Milan and Paris, but on Monday the basketballer unveiled a luxury design venture of his own: a limited edition timepiece created in partnership with Hublot.

This story first appeared in the June 28, 2011 issue of WWD. Subscribe Today.

Hublot’s King Power “D-Wade” watch, which will bow in late fall, is comprised of a black, micro-blasted ceramic casing offset with red detailing. Retailing for $20,000 with production limited to 500 pieces, the 48mm timepiece is Wade all the way — from the stitching on the black leather strap that’s made to look like a basketball net, to the subtle “basketball effect” of the watch face. There is also a “3” on the face (Wade’s Miami Heat number), and the player’s new logo appears on the back.

“I wanted the watch to have basketball characteristics. It’s a combination of a lifestyle and a sports watch. You can dress it up or dress it down,” Wade told WWD at the brand’s Madison Avenue flagship.

Dressed in a gray suit and white button-up shirt from Yves Saint Laurent and rattling off the names of the designer shows he attended last week — Versace, Givenchy, Yves Saint Laurent, DSquared2 and Marni, among them — one would be hard-pressed to believe that this was the Miami Heat star’s first-ever fashion week.

“It was great to start off at Versace, they really took it back to the classics. I went [to fashion week] because I wear all of these designers and I wanted to see what they are coming out with,” Wade said, revealing that the brand’s men’s spring 2012 show was the first he’d ever been to. He then added (after deliberating about it for a few moments) that Dsquared2’s show was his favorite — despite the 9:30 a.m. time slot — because “it had this crazy energy. It brought something different to the way I want to dress.”

Named an ambassador of Hublot in February, the brand reached out to Wade after finding out he wore its timepieces. He said it was the firm’s involvement with various charities that drew him to form the partnership — long before any mention of design came about. But once it did, Wade said the creative process went something like this: “I asked myself, ‘OK, what do I like?’ and ‘What can I see on myself?’ Red and black — that was first.”

After the color scheme was established, Wade got together with the “brains of the brand” to conceptualize a timepiece that would really “stand out” and incorporate basketball elements — without going over the top.

“I really wanted to add my subtle details. I wanted it to be authentic to who I am. I think this watch speaks to me and my personality,” Wade said, rolling up his right pant leg to reveal a pair of gray and yellow striped Psycho Bunny socks and distressed brown leather Gucci lace-up shoes. “My style is classic and gentlemanly with a little spice mixed in.”

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