Tom Brady Watches Score $4.6 Million at Sotheby’s Auction

Tom Brady’s personal memorabilia were a major draw at last month’s Sotheby’s auction, titled The GOAT Collection: Watches & Treasures From Tom Brady, brought in a total of $9 million for the retired quarterback’s private collection. Among the highlights were Brady’s personal watches, which alone accounted for $4.6 million of the total, with all 41 auctioned lots selling—many for well above their high estimates. The standout piece was Brady’s rare Rolex Daytona Paul Newman “John Player Special,” which achieved $1.1 million, surpassing its $900,000 upper estimate. Brady was first seen wearing the 18k gold timepiece— reference 6241, circa 1969—at a halftime ceremony during the 2023 NFL season, when Patriots owner Robert Kraft announced Brady’s upcoming induction into the Patriots Hall of Fame. Another watch generating significant interest was an Audemars Piguet Royal Oak, custom-designed to celebrate Brady’s spectacular career. The timepiece features a salmon-colored dial and diamond-set bezel, with Brady’s name and the Roman numeral VII—a nod to his seven Super Bowl victories—replacing the hour markers. Brady wore this watch during his highly publicized Netflix roast earlier this year, and it sold for $720,000. Beyond his collection of luxury watches, Brady’s final college football jersey from his days at the University of Michigan was another auction favorite. Expected to sell for between $300,000 and $500,000, the jersey ultimately fetched an impressive $729,000. According to Sotheby’s, more than 800 participants took part in the auction, underscoring Brady’s enduring legacy and broad appeal among collectors. “It has been a once-in-a-lifetime privilege for all of us at Sotheby’s to celebrate the legend that is Tom Brady,” said Richard Lopez, Sotheby’s senior specialist of watches. “To have had the opportunity to work directly with him, showcasing some of his most prized possessions from his football career, as well as a collection of watches that have been a meaningful part of his personal journey—pieces he loved and lived with—has been truly unforgettable.”