It was announced that the auction would take place on 23 October 1969, with the diamond listed as lot 133, at Parke-Bernet in New York City. The diamond was flown to Gstaad in Switzerland so that the actress Elizabeth Taylor could see it, and flown back to the United States for the auction. Taylor's husband, the actor Richard Burton, had set a maximum bid of $1 million for the diamond, with his lawyer, Aaron Frosch, bidding on the telephone from London, and Al Yugler of the jewellers Frank Pollock and Sons, bidding in the room for Burton.