On May 11th, 2013 Audemars Piguet's No.10 Royal Oak Chronograph Leo Messi was auctioned at a successful sale carried out by Sotheby’s Geneva. The watch generated interest from across the world, with a total of more than 20 bidders, five of which were present in the auction room while the rest were online or on the telephone, all locking horns in a battle to secure the No 10 of the footballer's limited edition. A five minute intense bidding lead to the watch being sold to a U.S. private collector on the phone. The entire proceeds from the sale will benefit the Leo Messi Foundation which provides for unprivilledged children around the world.
Commenting after the sale Leo Messi said: "I am sincerely grateful to Audemars Piguet, Sotheby's and the anonymous buyer of the No.10 Royal Oak watch bearing my name. Their generosity will help Leo Messi Foundation to renovate “La Sala I” at the Children Public Hospital in my home city of Rosario, creating better conditions for all unprivileged children being hospitalized. It is a wonderful cause and one I am proud to share and support with everyone who believes in it."