David Beckham celebrated 10 years of his iconic Instinct fragrance, at an exclusive event for press and consumers in London. The event was held in a ‘secret’ location.

Instinct first launched in 2005, and the range now includes one flanker and 6 limited editions. The original is shown above, in its rectangular shaped bottle that has a rounded, heavyweight base and top.

Over the past ten years, ten million bottles have been sold – two every minute, the brand says, calling it one of the highest selling celebrity scents of all time.

To mark the occasion, Beckham introduced the Instinct Gold Edition, which is the best-selling scent, reinvented. Here’s the bottle.

Beckham commented, “It’s incredible that Instinct is ten years old! I’m proud to celebrate this landmark anniversary with the launch of David Beckham Instinct Gold Edition, a new interpretation of my first fragrance. I hope you love the new scent and gold bottle as much as I do.”