When Business Insider reached out to WatchGuys for our thoughts on Tom Brady’s auction, we knew it was going to be big—but even we were surprised by some of the final hammer prices. Yes, the GOAT (Greatest of All Time) on the field has now pulled off a GOAT-worthy feat in the world of watch auctions, selling 21 personal timepieces for a jaw-dropping $4.6 million.
Some people questioned why Brady would auction off so many prized possessions—after all, it’s safe to say the NFL legend doesn’t need the money. But from our perspective, there’s always a mix of motives: shedding lesser-worn pieces, testing the market at just the right time, or simply sharing part of his story with die-hard fans. Whatever the reason, let’s just say the results were record-breaking in more ways than one. Read the full Business Insider article with commentary from WatchGuys.
The Showstoppers: Custom APs and Vintage Rolexes
1. The Custom Audemars Piguet Royal Oak Flying Tourbillon
Sold for: $720,000
Why We Love It: Imagine your name—“BRADY”—spelled out in diamonds on a gorgeous white-gold case, complete with a “VII” marking his seven Super Bowl wins and his signature on the rotor. This was no ordinary off-the-shelf piece; it’s a one-of-a-kind conversation starter. Some experts predicted it might break the $1 million mark, but even at $720,000, it’s still a testament to just how coveted celebrity-commissioned watches can be.
2. Rolex Daytona Paul Newman “John Player Special”
Sold for: $1.14 million
Star of the Show: This black-and-gold dial Daytona wasn’t just any vintage Rolex; it’s the iconic “John Player Special,” prized by collectors for its scarcity and racing pedigree. Brady wore it at the Patriots’ 2023 home opener, when his Hall of Fame induction was announced—talk about adding some historical oomph to an already legendary piece.
3. Rolex GMT-Master II “Batman”
Sold for: $60,000
Market Value: Around $17,000
The Surprise Factor: Who would’ve guessed a modern steel “Batman” GMT would triple its usual resale value? But that’s the Brady effect for you. This soared past expectations, proving that even so-called “accessible” references can go stratospheric when backed by a superstar’s provenance.
4. IWC Pilot’s Watch Top Gun Edition “SFTI”
Sold for: $42,000 (vs. a $10,000 estimate!)
We at WatchGuys had our jaws on the floor seeing the final price for this IWC. It’s a perfect example of how a favorite watch from an ultra-famous athlete can ignite bidding wars—especially when fans want a piece of the party vibes Brady famously displayed at the 2021 Super Bowl boat parade.
5. Richard Mille 35-03 “Baby Nadal”
Sold for: $384,000
Within Estimates: Not every watch shattered records. Despite Richard Mille’s hype factor, this “Baby Nadal” stuck closer to its $300,000–$500,000 range, reminding us that certain models resonate with a more niche collector base, even under the Brady banner.
Brady’s Football Legacy Also Scored Big
While the watches accounted for the lion’s share of the excitement (and, frankly, the dollar total), the quarterback’s other 20 auctioned items didn’t disappoint:
- University of Michigan Jersey: Worn in his final collegiate game, it stunned the crowd by selling for $792,000—smashing its $300,000–$500,000 pre-sale estimate.
- Tampa Bay Buccaneers Jersey: The one he wore while breaking the NFL’s passing yards record also found a new home for a hefty sum.
- NFL Combine Shirt & Last-Season Helmet: Because, of course, fans couldn’t resist snagging a relic from one of football’s most iconic careers.
Market Insights: Celebrity Power Meets Watch Enthusiasm
Amid a year where the global watch market index dipped by 5.1%, Brady’s auction is a reminder that star power can still spark fireworks. As Robertino Altieri, our CEO at WatchGuys, told Business Insider, the name “Tom Brady” ignites a crossover audience—die-hard watch enthusiasts and NFL faithful alike—pushing some final bids well above typical secondary-market values.
In simpler terms: if you can’t beat Brady on the field, maybe you can outbid someone for his watch. And that’s exactly what many determined bidders did.
Our Final Thoughts
Tom Brady may have retired from football, but his impact clearly extends beyond the gridiron—and into your favorite watch auction. For those of us at WatchGuys, being invited to comment on his collection was an honor. It’s yet another reminder that the luxury watch world is not just about craftsmanship and heritage—sometimes, it’s about the superstar provenance that sets hearts (and wallets) racing.
Curious about how provenance can affect a watch’s value or whether you should hang onto that vintage piece gathering dust? Reach out to us at WatchGuys. We love talking shop and guiding you through the thrilling world of high-end timepieces—celebrity-owned or otherwise!
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