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.
Editors' Picks
Sponsored by
More on Auctions
The Latest
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 YearsThe independent jeweler first opened its doors in 1888.
MajorsApr 01, 2025
QVC Group to Cut 900 Jobs in the U.S.The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in FloridaThe debut event will take place in Miami’s Coconut Grove neighborhood this fall.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor ShortageThe roundtable will take place May 17 ahead of the trade show’s welcome dinner.
Weekly QuizMar 27, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry CollectionThe “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
TrendsMar 31, 2025
Amanda’s Style File: Dripping in DiamondsDiamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With AcquisitionThe Utah-based company known for making wedding bands has acquired Doubloon Golf.
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH WatchesThe longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
SourcingMar 28, 2025
19th-Century Jade Book Now Available in EnglishLotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ RingThe ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
MajorsMar 26, 2025
QVC Group Appoints New PresidentAlex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft RecoveredThe two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More JewelryThe time to start experimenting with video content is now, writes columnist Emmanuel Raheb.
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic DesignFrom striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid TurnaroundThe jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair ServicesThe auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024The company also noted record sales in the United States and a strong performance in its jewelry category.
