Tom Brady’s Watches Top $4M at Sotheby’s Auction
The highest-grossing lot of the sale was the retired QB’s Rolex Paul Newman Daytona “John Player Special.”

Evenly divided between luxury watches and sports memorabilia, “The GOAT Collection: Watches and Treasures from Tom Brady” pulled in a total of $9 million, with the watch lots totaling $4.6 million.
The top lot overall was a Rolex, a rare yellow gold Paul Newman Daytona “John Player Special” from 1969.
The “John Player Special” is the nickname given to Paul Newman Daytona watches that have a gold and black dial.
The name dates back to when cigarette company John Player & Sons sponsored the Lotus Formula One team, which displayed the company’s logo and painted its cars black and gold to match Player’s colors.
Sotheby’s said that Brady was first seen wearing his Paul Newman Daytona “John Player Special” at the start of the 2023 football season when the New England Patriots honored their former QB at the team’s home opener against the Philadelphia Eagles.
A buyer paid $1.1 million for the watch, topping its pre-sale estimate of $600,000 to $900,000.
All told, Brady, who retired after the 2022 season, put 21 watches up for sale—a mix of Rolex, Patek Philippe, Audemars Piguet, Richard Mille, Tudor, and IWC timepieces. (Brady was once an IWC ambassador.)

The second highest-grossing watch after the Rolex “John Player Special” was the white gold Audemars Piguet Royal Oak the Super Bowl winner wore when he was roasted on Netflix.
Brady had the diamond-set watch custom-made for “Netflix’s Greatest Roast of All Time: The Roast of Tom Brady,” which aired earlier this year.
His name is spelled out in calibré- and baguette-cut diamonds, with the Roman numeral VII placed between the “M” and the “B” as a nod to the QB’s seven Super Bowl victories.
A custom rotor with Brady’s signature is visible through the sapphire crystal caseback.
A buyer paid $720,000 for the Audemars Piguet, within its estimated range of $400,000 to $800,000.

The third highest-grossing watch in the sale was Brady’s Richard Mille RM 35-03 “Baby Nadal,” the fourth model in the watch brand’s collaboration with another sports star, tennis pro Rafael Nadal.
The watch is encased in blue quartz TPT, a material known for being both durable and lightweight, and it features the “butterfly rotor” winding mechanism.
It sold for $384,000, at the low end of its estimated range of $300,000 to $500,000.
Held Tuesday night in New York, “The GOAT Collection: Watches and Treasures from Tom Brady” sale had a total of 41 lots, all of which sold.
The 20 lots of sports memorabilia totaled $4.4 million.
Brady’s jersey from his final game at the University of Michigan—the Wolverines’ 35-34 overtime victory over the Alabama Crimson Tide in the 2000 Orange Bowl—was the most expensive piece of memorabilia sold.
A buyer paid $792,000 (est. $300,000-$500,000) for the game-worn No. 10 jersey.
Sotheby’s said 60 percent of the 41 lots offered exceeded their highest pre-sale estimates.
More than 800 people from 45 countries registered to participate in the auction, 34 percent of whom were new to Sotheby’s and 40 percent of whom are under the age of 40.
“To have had the opportunity to work directly with him, 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,” Sotheby’s Senior Specialist, Watches, Richard Lopez said.
“Sharing these treasures with so many fans and admirers has been an experience like no other, especially for those who visited our exhibitions and the hundreds who participated in tonight’s sale.”
To see the full results of the “GOAT” sale, visit the Sotheby’s website.
The Latest

This year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.

As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.

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

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

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.

Two existing executives have been given new roles.

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.

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.”

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.