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.”

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
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.
The Latest

Discover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.

The “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.

The entrepreneur and “Shark Tank” star will share his top tips for success.

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

Two existing executives have been given new roles.


Meredith Tiderington, an electrical engineering student, was selected for the award.

It will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

From design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.

The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.

Her new role is director of strategic initiatives.

The designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.

On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.

The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.

The actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.

The company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."

The large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.

Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.

Those born in June have a myriad of options for their birthstone jewelry.

The diamond industry veteran has been named its senior sales executive.

The company plans to raise the prices of select watches to offset the impact of tariffs.

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Sponsored by Stuller

It was featured in the miner’s latest sale, which brought in $24.8 million.