From iconic Rolex Daytonas to rare Audemars Piguet and Richard Mille models, “The GOAT Collection” cements Brady’s status as a serious collector.
Alongside his role as one of the greatest NFL Quarterbacks and Fox Broadcaster, Tom Brady should most definitely add passionate watch collector to his already impressive resume. And while we’ve previously seen the GOAT wearing IWC Schaffhausen watches during his time spent as a brand ambassador, it’s only been somewhat recent to see him sporting collector-grade examples from Audemars Piguet, Richard Mille, and Rolex. After announcing the auction of some pieces from his personal watch collection back in October 2024, the team at Sotheby’s is proud to release sales figures from its event title, The GOAT Collection: Watches & Treasures from Tom Brady.
In a sea of historic football jerseys and memorabilia that would drive a sports fanatic crazy, the 7-time Superbowl Champion selected a carefully curated lineup of luxury watches that already fetch higher than retail MSRPs. From one-off Royal Oak Tourbillons to exclusive RM models, the auction featured Audemars Piguet (3), Patek Philippe (3), Rolex (5), Richard Mille (3), Tudor (1), and IWC Schaffhausen (6). Of all 21 significant examples highlighted, the three biggest sales came from a Rolex Ref. 6241 Daytona Paul Newman ‘John Player Special’ ($1,140,000), an Audemars Piguet Royal Oak ‘The Roast’ ($720,000), and a Richard Mille RM35-03 FQ ‘Baby Nadal’ ($384,000).
All in all, Sotheby’s The GOAT Collection: Watches & Treasures from Tom Brady auction event concluded with more than $9 million in sales. And while a portion of his collection is now circulated to new collectors around the world, each watch represents a moment in time for one of the greatest professional athletes in the world.
Source: Sotheby’s