Two of the world’s foremost design pioneers, Sir Jonathan Ive and Marc Newson, collaborated with musician and philanthropist Bono to organize and curated the event.
Proceeds from the November 23 2013 sale at Sotheby’s New York will benefit The Global Fund to fight AIDS, tuberculosis and malaria.
The auction featured icons of design selected by Sir Jonathan Ive and Marc Newson as well as works personally customized by the pair, from disciplines as diverse as space travel and lighting design to contemporary art and rare automobiles.
The custom Jaeger-LeCoultre Atmos 561 clock with unique red accents created for the (RED) Auction and estimated at $20,000 to $30,000 raised a total of $425,000 (USD).
The Jaeger-LeCoultre Memovox Tribute to Deep Sea watch, which has been customized with a unique red dial and the (RED) logo engraved on the back of the watch, estimated at $10,000 to $15,000, sold for $365,000 (USD).
In total, the (RED) auction raised $12,883,000 USD to fight against AIDS in Africa.