The ALS ice bucket challenge has taken the country by storm. Facebook feeds are flooded with people dumping freezing cold buckets of water on their heads to raise awareness about ALS (sometimes referred to as Lou Gehrig’s disease). Donations have skyrocketed as awareness has been buoyed by movie stars, politicians and sports personalities sharing their ice bucket challenge on multiple social media outlets. Now the memorabilia market is getting in on the action.

No, collectors aren’t dumping ice water on their heads, but this week Lou Gehrig’s 1928 World Series watch went up for auction by SCP Auctions. The timing couldn’t be better for the sellers. This is the 75-year anniversary of Lou Gehrig’s “Luckiest man” speech. Couple the anniversary with the increase in ALS awareness, and the watch could set an auction record. The auction ends Aug. 23, and SCP is hoping the final price to reach close to $300,000.