- Tom Brady auctioned 21 pieces from his luxury watch collection at Sotheby’s on Tuesday.
- His watch collection, which fetched $4.6 million, included pieces from Rolex and Audemars Piguet.
- Brady’s Rolex Daytona Paul Newman ‘John Player Special’ sold for $1.14 million.
Seven-time Super Bowl champion Tom Brady is passionate about more than just football — he also has an extensive luxury watch collection.
Or, he used to.
On December 10, the retired 15-time ProBowler auctioned 21 of his watches at Sotheby’s, along with 20 other “treasures” from his football career.
His whole collection brought in more than $9 million, with the watches selling for a total of $4.6 million.
“Watches were really the main story and drew the most value,” WatchGuys CEO Robertino Altieri told Business Insider.
The luxury watch industry has experienced major fluctuations in recent years. Following a spike in interest during the COVID-19 pandemic, the industry faced a period of decline.
The overall market index is down 5.1% from 2023, per WatchCharts data from December 9, but the success of Brady’s auction should help the industry, Altieri said.
“Seeing Tom Brady attach watches to the sports world as well — it’s definitely huge,” he added.
Brady’s auction also reflects the trend of rebooting the luxury resale market through celebrity partnerships. In June 2024, for example, Sotheby’s auctioned 11 watches from Sylvester Stallone’s personal collection, including his Patek Philippe Grandmaster Chime which sold for $5.4 million.
From a custom Audemars Piguet to the final jersey Brady wore at the University of Michigan, here’s a peek at some of the items sold at Sotheby’s.
