Di Modica put the original 16ft Charging Bull on the market in 2004 with an asking price of $5m. Joe Lewis, the British billionaire and ex-owner of Christies, later purchased the sculpture on the condition that he never move it from Bowling Green. Lewis also purchased the rest of the 16ft edition which he installed on his various golf courses. In 2012, Di Modica met the London-based art dealer, Jacob Harmer, and shortly afterwards entered into his first formal representation agreement with Harmer's dealership, Geist, based on Mount Street, Mayfair. From 2013, Harmer began documenting the life of the artist, commissioning new sculptures, buying back historical works and building a global market.