Legendary quarterback Tom Brady is offering his personal collection of luxury watches and sports memorabilia for auction this December, through Sotheby’s. The collection, titled “The GOAT Collection: Watches and Treasures from Tom Brady,” includes a range of high-end timepieces and iconic items from Brady’s illustrious career.
Brady’s collection features luxury watches valued between $12,000 and $800,000. Highlights include timepieces from renowned brands like Patek Philippe, Rolex, and IWC, along with a custom Audemars Piguet. One standout item is the white gold and diamond-set Audemars Piguet Royal Oak, worn by Brady during his Netflix special, “Greatest Roast of All Time.” This piece alone is expected to fetch between $400,000 and $800,000.
In addition to the watches, the sale will include memorabilia from Brady’s NFL career. Collectors will have the opportunity to bid on items such as the shirt Brady wore during the NFL combine, estimated to sell for $100,000 to $200,000, and his final college game-worn jersey from the University of Michigan, estimated at $300,000 to $500,000. Other highlights include a game-used helmet from his time with the Tampa Bay Buccaneers, valued between $100,000 and $150,000.
Reflecting on the auction, Brady shared his excitement, saying, “These watches and collectibles capture unforgettable moments and the hard work behind them. I’m excited to give fans and collectors the chance to own these special pieces from my journey.”
Brady’s passion for watch collecting began in high school when his parents gifted him his first watch upon graduation. Over time, his collection expanded, especially following his first Super Bowl win in 2002. Since then, Brady has acquired timepieces to commemorate his significant achievements, making each piece in the collection a part of sports history.
Among the other timepieces up for sale are a Richard Mille 35-03 “Baby Nadal,” expected to sell for up to $500,000, and a rose gold Patek Philippe Nautilus, which Brady has worn since 2017.
Sotheby’s specialists have noted the significance of Brady’s collection. “These items are not just collectibles—they are genuine pieces of sports history,” said Brahm Wachter, Sotheby’s head of modern collectibles.
The auction comes as the luxury watch market continues to thrive, with sales in 2024 reaching $493 million, marking a 6% increase from the previous year. Auction houses have also increased their watch lots by 50%, signaling growing demand for high-end timepieces like those in Brady’s collection.
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