AuctionsOct 03, 2024
Dame Shirley Bassey’s Diamonds Are Ready for Their EncoreAuctionsOct 02, 2024
The GOAT’s Stash: Watches Owned by Tom Brady Going Up for Auction
The sale includes the custom-made, diamond-set Audemars Piguet watch the QB wore for Netflix’s “The Roast of Tom Brady.”
Retired NFL quarterback Tom Brady (left) is putting some of his watches and sports memorabilia up for sale later this year at Sotheby’s, like his custom diamond-set Audemars Piguet Royal Oak watch, pictured at right. The sale, titled “The GOAT Collection: Watches & Treasures from Tom Brady,” is scheduled to take place the evening of Dec. 10. (Photo of Tom Brady courtesy of Sean Thomas via Sotheby’s/Photo of watch courtesy of Sotheby’s)
New York—This December, Sotheby’s will offer a collection of watches herded straight from one GOAT’s pen.
Seven-time Super Bowl champion Tom Brady is putting watches and other items from his private collection up for auction for the first time in a single-owner sale titled “The GOAT Collection: Watches & Treasures from Tom Brady,” a nod to his designation as, arguably, the greatest football player of all time.
It is scheduled to take place Dec. 10 at Sotheby’s New York.
The auction’s highest-grossing lot is expected to be a diamond-set Audemars Piguet watch custom-made for the QB for “Netflix’s Greatest Roast of All Time: The Roast of Tom Brady,” which aired earlier this year.
The white gold Royal Oak flying tourbillon has a diamond baguette-set bezel and a salmon-colored dial in the brand’s “evolutive tapisserie” pattern.
Instead of hour markers, the watch spells out “TOM BRADY” in calibré- and baguette-cut diamonds. The Roman numeral VII sits between the “M” and the “B,” a nod to the QB’s seven Super Bowl victories.
A custom rotor with Brady’s signature is visible through the sapphire crystal caseback.
The watch is estimated to sell for $400,000 to $800,000.
SEE: Other Tom Brady Watches Up for Sale
Seven-time Super Bowl champion Tom Brady is putting watches and other items from his private collection up for auction for the first time in a single-owner sale titled “The GOAT Collection: Watches & Treasures from Tom Brady,” a nod to his designation as, arguably, the greatest football player of all time.
It is scheduled to take place Dec. 10 at Sotheby’s New York.
The auction’s highest-grossing lot is expected to be a diamond-set Audemars Piguet watch custom-made for the QB for “Netflix’s Greatest Roast of All Time: The Roast of Tom Brady,” which aired earlier this year.
The white gold Royal Oak flying tourbillon has a diamond baguette-set bezel and a salmon-colored dial in the brand’s “evolutive tapisserie” pattern.
Instead of hour markers, the watch spells out “TOM BRADY” in calibré- and baguette-cut diamonds. The Roman numeral VII sits between the “M” and the “B,” a nod to the QB’s seven Super Bowl victories.
A custom rotor with Brady’s signature is visible through the sapphire crystal caseback.
The watch is estimated to sell for $400,000 to $800,000.
SEE: Other Tom Brady Watches Up for Sale
The second highest-grossing lot in the auction is expected to be Tom Brady’s Richard Mille 35-03 “Baby Nadal,” the fourth model in the brand’s collaboration with another sports star, tennis player Rafael Nadal. The watch is encased in blue quartz TPT, a material known for being durable yet lightweight, and features the innovative “butterfly rotor” winding mechanism. It’s estimated to sell for $300,000 to $500,000.
Brady acquired this Ref. 5980/1R0001 rose gold Patek Philippe Nautilus in 2017; the reference has since been discontinued. It is expected to sell for $180,000 to $240,000.
Brady’s Rolex Day-Date Ref. 228396TBR boasts a rare meteorite dial encased in platinum with a baguette diamond-set bezel and diamond hour markers. The estimated sale price is $80,000 to $120,000.
A former IWC ambassador, Brady has been photographed wearing this IWC Pilot’s Watch Top Gun edition “SFTI” model numerous times, including during the parade for his final Super Bowl victory in 2021. The estimated sale price is $12,000 to $18,000.
Brady, who played for the New England Patriots and the Tampa Bay Buccaneers, holds the record for most Super Bowl wins of any player (seven, which is more than any franchise has ever won) and ranks first all-time in passing yards (89,214) and touchdown passes (649).
He was selected as Super Bowl MVP five times and named to the Pro Bowl 15 times, both more than any other player in NFL history.
According to Sotheby’s, the eventual MVP’s interest in watches began at an early age, ignited by his parents.
The San Mateo, California, native received his first watch as a gift when he graduated from high school and was accepted to the University of Michigan.
He had a timepiece he aspired to own one day—the IWC GST Automatic Alarm watch—as his computer’s screensaver while a student at U-M in the 1990s, Sotheby’s said.
After Brady won his first Super Bowl with the Patriots in 2002—a 20-17 victory over the St. Louis Rams—he started collecting timepieces.
He bought the watch of his screen-saver dreams, the IWC GST Automatic Alarm, as well as a steel IWC GST Chronograph Rattrapante and a Panerai Luminor Marina at the Tourneau store in New York.
His collection grew from there, with Sotheby’s Senior Specialist, Watches Richard Lopez commenting, “In the past few years that I have come to know Tom Brady, watches have become our common denominator.
“Just as he mastered the language of football, he has devoted himself to understanding the intricacies of watches, curating a world-class assortment of exquisite timepieces in recent years that reflects his deep passion for collecting.”
Brady announced he was retiring in February 2022 but changed his mind a few weeks later, unretiring to play one more season, the 2022-2023 season, with the Buccaneers.
The Bucs finished with an 8-9 record, and he retired for good in 2023 at age 45, marking the end of a historic 23-year career.
In addition to watches, the auction will include game-worn jerseys from Brady’s time playing at the University of Michigan, as well as jerseys he wore in key games with the Patriots and Buccaneers and Super Bowl memorabilia.
Selected items from Brady’s collection will be on view in Los Angeles, Miami, and Dallas before returning to New York in December, prior to the sale of “The GOAT Collection” on the evening of Dec. 10.
The sale is a ticketed event.
More on Auctions
The Latest
TrendsNov 25, 2025
Amanda’s Style File: Polka DotsThe polka dot pattern transcends time and has re-emerged as a trend in jewelry through round-shaped gemstones.
CrimeNov 25, 2025
Former Arizona AG Official Charged With Trafficking Stolen JewelryVanessa Hickman, 49, allegedly sold a diamond bracelet that was mistakenly sent to her home.
Events & AwardsNov 25, 2025
GIA Awards Susan Jacques With Its Highest HonorGIA’s former president and CEO was presented with the Richard T. Liddicoat Award for Distinguished Achievement.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
Recorded WebinarsNov 24, 2025
Watch: Top Tips for Social Media EtiquetteSocial media experts spoke about protecting brand reputation through behaving mindfully online.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesNov 24, 2025
Breitling Reveals Plans for Gallet, Universal GenèveIn 2026, the three will come together as “House of Brands,” with Gallet sold in Breitling stores and Universal Genève sold separately.
CollectionsNov 24, 2025
Muse Debuts a Wicked 'Have a Heart x Cynthia Erivo' SequelThe second drop, which includes more Elphaba-inspired pieces from additional designers, will continue to benefit nonprofit Dreams of Hope.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
IndependentsNov 24, 2025
J.R. Dunn Jewelers Names New PresidentSecond-generation jeweler Sean Dunn has taken on the role.
MajorsNov 21, 2025
Natural Diamond Council Names New CEOAmber Pepper’s main focus will be on digital innovation and engaging younger consumers.
SourcingNov 21, 2025
De Beers’ Branded, Traceable Diamonds Roll Out to 19 Retailers Called “Origin by De Beers Group,” the loose, polished diamonds are being sold in a total of 30 stores in the United States and Canada.
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
MajorsNov 18, 2025
Lugano Diamonds Files for Bankruptcy, Looking for BuyerThe Chapter 11 filing follows the resignation of CEO Moti Ferder, who stepped down after an investigation into the company’s finances.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
SourcingNov 18, 2025
Another Diamond Company CEO Steps DownMark Wall, president and CEO of Canadian mining company Mountain Province Diamonds, will vacate his position next month.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
MajorsNov 17, 2025
Look Inside Robbins Brothers Fine Jewelers’ New Pasadena FlagshipThe showroom is located in a historic 1920s building in the Playhouse District.
