Here is the link and picture verifying that Lebron is wearing an AP ROO Volcano. His buddy Shaq has his own AP line.
I can only imagine the number of watchmakers standing in line begging to have Lebron wearing one of their watches. Rumor is watchmakers (with the lone exception of Rolex) do not pay much for celebrity endorsements. CAA will only allow their clients to have 4 or 5 national endorsements so they don't look too whorish and water down their brand.