Tom Brady, the legendary retired quarterback of the New England Patriots, has proven his star power extends far beyond the football field. At a Sotheby’s auction on Tuesday, memorabilia and personal possessions from the seven-time Super Bowl champion brought in a jaw-dropping $9 million, with his exclusive collection of watches accounting for $4.6 million of the total.
The Star of the Auction: A Rare Rolex Daytona
The highlight of the auction was a rare Rolex Daytona Paul Newman “John Player Special”, which fetched $1.1 million, surpassing its estimated upper value of $900,000. Brady famously wore this timepiece during a halftime ceremony in the 2023 season, where team owner Robert Kraft announced his upcoming induction into the Patriots Hall of Fame.
- Details: 18k gold Rolex Daytona Paul Newman “John Player Special” ref. 6241 (circa 1969).
Unique Audemars Piguet Royal Oak Garners Attention
Another standout was an Audemars Piguet Royal Oak, customized with Brady’s name and the Roman numeral VII (symbolizing his seven Super Bowl victories) in diamonds in place of hour markers. With its salmon-colored dial and diamond-set bezel, this white gold masterpiece sold for $720,000. Brady wore this striking watch during his Netflix roast earlier this year.
Beyond Watches: A Piece of College Football History
Among non-watch items, a major draw was the jersey Brady wore in his final college football game for the University of Michigan in 2000. Initially expected to sell for $300,000–$500,000, the jersey achieved a stunning $729,000.
A Once-in-a-Lifetime Event
Sotheby’s reported over 800 participants bidding for items from the GOAT Collection: Watches & Treasures From Tom Brady auction. Richard Lopez, the auction house’s senior specialist of watches, called the event “a once-in-a-lifetime privilege,” adding:
“To have had the opportunity to work directly with [Tom Brady], 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.”