What Costs More Than an 18-Karat Gold Apple Watch? Lunch With Apple CEO Tim Cook.

Lunch with Apple Chief Executive Tim Cook is even pricier than the most expensive version of the Apple Watch — though it’s all for a good cause.

Cook has donated his time — and lunch for two on the company’s Cupertino campus — to raise money for the Robert F. Kennedy Center for Justice and Human Rights. He’s even throwing in a bonus: The opportunity to be his guest at an Apple keynote event.

Bidding has reached $200,000, and closes at 12:04 pm PT today. This is the third consecutive year in which Cook has participated in such a fundraiser. A similar auction in 2013 set a record, raising $610,000 for the international human rights organization.

The technology executive has been an outspoken advocate for human rights and keeps photos of Kennedy and Dr. Martin Luther King Jr in his office as a reminder of their work.

“I had the — just tremendous respect for both of them, and so I do,” Cook told Charlie Rose in a televised interview last fall. “I look at them every day because I think for people — there’s still too many cases in the world and in the United States where there’s a class kind of structure or where voting or people are trying to convince each other that this other group of people don’t deserve the same rights. And I think it’s crazy, I think it’s un-American.”

Cook joins other prominent figures who’ve auctioned off personal experiences to support the RFK Human Rights organization, including Robert Downey Jr, Helen Mirren, Taylor Swift, Ed Sheeran and Carly Rae Jepsen.

This article originally appeared on Recode.net.