All The Watches Tom Brady Sold At His $9 Million Sotheby’s Auction

Tom Brady is known as one of the greatest athletes of all time, but his recent Sotheby’s auction revealed another side of the seven-time Super Bowl champion — a connoisseur of fine watches and collectibles. Held in New York, The GOAT Collection: Watches and Treasures from Tom Brady achieved a staggering $9 million, surpassing expectations of $5.2-8.9 million. All 41 lots sold, with Tom Brady’s watches contributing $4.6 million to the total.

The auction drew participation from 45 countries and saw fierce competition among more than 800 bidders, 40% of whom were under the age of 40. Sotheby’s social media campaign garnered over 6 million impressions, fueling excitement for the sale, which included dedicated exhibitions across L.A., Miami, Dallas, and New York. Luxury Bazaar’s very own Roman Sharf had a chance to go hands-on with some of Tom Brady’s watches prior to the sale. It’s clear that Brady’s appeal isn’t limited to the football field — his taste in watches resonates with watch collectors too.

Below, we’ll take a closer look at each watch that crossed the block in Sotheby’s Tom Brady auction.

Tom Brady’s IWC Watches

As a former IWC ambassador, Tom Brady had plenty of IWC watches in his personal collection, six of which were included in the GOAT Collection Sotheby’s sale.

IWC Pilot’s Watch Top Gun Edition “SFTI”

Lot #2
Pre-Sale Estimate: $5,000 – $10,000
Final Sale Price: $42,000

 The IWC Pilot’s Watch Top Gun Edition “SFTI” (ref. IW3891-04) was created as a tribute to the U.S. Navy’s Strike Fighter Tactics Instructor program, famously known as TOPGUN. Limited to just 1,500 pieces, the “SFTI” features a 44.5mm black ceramic case, furnished with an engraved caseback with the TOPGUN logo and a seconds hand decorated with a mini Navy jet.

This IWC model drew remarkable attention during the auction, receiving 127 bids — the highest of the evening — and ultimately selling for $42,000. Tom Brady has been frequently seen wearing this watch, most memorably during the Tampa Bay Buccaneers’ Super Bowl Champion Parade in 2021 after his record-setting victory.

IWC Big Pilot’s Watch “Le Petit Prince”

Lot #3
Pre-Sale Estimate: $5,000 – $10,000
Final Sale Price: $28,800

The IWC Big Pilot’s Watch “Le Petit Prince” (ref. IW5010-02) combines the brand’s aviation heritage with a nod to Antoine de Saint-Exupéry’s beloved children’s book, The Little Prince. Released in 2018, this watch is part of IWC’s ongoing partnership with the Antoine de Saint-Exupéry Youth Foundation, which supports children and young people facing adversity.

The watch, which belonged to Tom Brady when he was an IWC ambassador, features a 46.2mm stainless steel case paired with a vibrant blue sunburst dial. Along with the central hour, minute, and seconds hand, other key functions include a power reserve indicator at 3 o’clock and a date window at 6 o’clock. The caseback is engraved with an image of the little prince, complete with his signature cape and sword. Estimated to sell for $5,000 to $10,000, this Tom Brady IWC watch exceeded expectations, hammering in at $28,800.

IWC Portugieser

Lot #17
Pre-Sale Estimate: $5,000 – $10,000
Final Sale Price: $45,600

The IWC Portugieser is a cornerstone of the brand’s dress watch lineup, distinguished by its clean design and historical roots. The collection dates back to the late 1930s when two Portuguese merchants requested a wristwatch with the precision of a pocket watch. IWC answered the request by adapting one of its pocket watch movements into a generously sized wristwatch case, laying the foundation for what would become one of its most recognizable collections.

This particular example, the Reference IW5007-001 was introduced in 2015, equipped with an updated movement with two barrels supplying an impressive 168 hours of power reserve coupled with IWC’s famous Pellaton winding system. It sports a 42mm 18k pink gold case. Some design changes that the 5007 lineup ushered in included curved sapphire crystals and ergonomic lugs. Tom Brady’s IWC Portugieser fetched an impressive $45,600 at auction — far exceeding its estimate of $5,000 to $10,000.

IWC Big Pilot’s Watch Perpetual Calendar

Lot #18
Pre-Sale Estimate: $12,000 – $24,000
Final Sale Price: $72,000

The IWC Big Pilot’s Watch Reference IW5036-05 is a great example of the brand’s mastery of complications, housing a perpetual calendar within its large 46.2mm stainless steel case. Introduced in 2021, this timepiece combines IWC’s hallmark aviation-inspired design with the technical ingenuity of Kurt Klaus’s perpetual calendar movement. Developed in the 1980s, Klaus’s system accounts for month lengths and leap years, requiring no adjustment until the year 2100 if kept wound — all adjustable from the single winding crown.

The watch’s sunburst blue dial (reminiscent of IWC’s Le Petit Prince editions) sets the background for the arrangement of subdials: moonphase, date/power reserve, month, and day/small seconds. There’s also the full four-digit year between 7 and 8 o’clock. Worn by Tom Brady during the Tampa Bay Buccaneers’ Super Bowl LV victory visit to the White House in 2021, Tom Brady’s IWC Big Pilot’s Watch Perpetual Calendar sold for $72,000 at Sotheby’s auction, far surpassing its $12,000-$24,000 estimate.

IWC Pilot’s Watch Chronograph

Lot #30
Pre-Sale Estimate: $12,000 – $18,000
Final Sale Price: $72,000

Rooted in a legacy that dates back to the 1930s, IWC’s Pilot’s Watches remain true to their origins — and the Reference IW3881-02, launched in 2021, is no exception. Powered by the IWC-manufactured Caliber 69385, this chronograph also features a crystal display back, offering a glimpse at the movement within.

Sporting a 41mm steel case and a blue dial with three subdials and windows for the day and date, this Pilot’s Watch Chronograph can be worn with its original bracelet or paired with a strap, which is how the NFL legend preferred. Estimated at $12,000–$18,000, the watch soared past expectations, achieving $72,000 at auction — six times its low estimate—ultimately going to an online bidder.

IWC Portugieser Perpetual Calendar

Lot #31
Pre-Sale Estimate: $15,000 – $30,000
Final Sale Price: $60,000

Launched in 2006, the Portugieser Reference IW5022-18 combines two IWC hallmarks: the Portugieser case and perpetual calendar complication. The watch features a white gold case that measures a sizable 42.3mm in diameter and an anthracite gray sunburst dial, known as “ardoise,” which changes tone under different lighting conditions.

The perpetual calendar complication is the star of the show, displaying the date, day, month, leap year, and moon phase with appealing symmetry. There’s also a digital year display and the exhibition case back offers a glimpse of Caliber 51610 — an automatic movement with an impressive seven-day power reserve, thanks to its dual barrel system. Dating back to 2007, this particular example predates Tom Brady’s formal partnership with IWC but holds personal significance, coinciding with his milestone 30th birthday. This lot realized $60,000 at auction, doubling its low estimate.

Tom Brady’s Tudor Watch

There was only one Tudor watch included in the Tom Brady watch sale, but it was one customized with his name.

Tudor Black Bay Fifty-Eight “Friends of Hodinkee”

Lot #5
Pre-Sale Estimate: $5,000 – $10,000
Final Sale Price: $36,000

Introduced in 2018, the Black Bay Fifty-Eight took its cues from Tudor’s 1950s dive watches, such as the reference 7922, with its “big crown,” lack of crown guards, and vintage proportions. The design also incorporates Tudor’s famed “snowflake” hands, first seen in the late 1960s, which have become a hallmark of the brand.

In 2019, Tudor collaborated with Hodinkee to create an exclusive “Friends & Family” series of the Black Bay 58 (ref. 79030), limited to just 100 pieces. These 41mm stainless steel watches included unique details like the Hodinkee logo at 6 o’clock and personalized caseback engravings. This particular example was made for Tom Brady, with “TB12” engraved on the back, making it a one-of-a-kind timepiece. Estimated to sell for $5,000–$10,000, this Tom Brady Tudor watch sold for a much higher $36,000.

Tom Brady’s Audemars Piguet Watches

A total of three of Tom Brady’s Audemars Piguet watches went up to the auction block including a bespoke Royal Oal with his name on the dial.

Audemars Piguet Royal Oak Chronograph “50th Anniversary” 

Lot #7
Pre-Sale Estimate: $30,000 – $60,000
Final Sale Price: $114,000

The Audemars Piguet Royal Oak Chronograph “50th Anniversary” (ref. 26240ST.OO.1320ST.04) marks five decades of the legendary Royal Oak with updated mechanics and striking aesthetics. Released in 2022, this chronograph was the first Royal Oak to run on the in-house automatic Caliber 4401, equipped with a flyback chronograph function. Its khaki green dial, complete with the signature “Grande Tapisserie” pattern, includes a trio of subdials and a discreet date window between four and five.

The dial and movement are housed inside a 41mm steel case fitted with a matching steel octagonal bezel. The back of watch offers a view of the special rotor engraved with “50 Years” to commemorate the occasion. Accompanied by an invoice addressed to Tom Brady, this commemorative Audemars Piguet was estimated to sell for $30,000-$60,000 but his an impressive $114,000.

Audemars Piguet Royal Oak Offshore

Lot #27
Pre-Sale Estimate: $30,000 – $60,000
Final Sale Price: $102,000

The Royal Oak Offshore was introduced nearly two decades after the original Royal Oak, reimagining Audemars Piguet’s icon with a bolder, sportier edge. Designed by Emmanuel Gueit, the Offshore was built on Gerald Genta’s foundational elements — like the octagonal bezel and tapisserie dial — while embracing larger proportions, a chronograph function, and rubber accents. Though the oversized case initially sparked controversy, including criticism from Genta himself, it found favor with a younger audience.

This specific Royal Oak Offshore ref. 26170OR.OO.1000OR.01 is crafted almost entirely in 18k pink gold, from its 42mm eight-sided case to its integrated bracelet while its silvered dial is punctuated with black Arabic numerals, three subdials at 6, 9, and 12 o’clock, and a circular date window at 3 o’clock. Tom Brady’s Royal Oak Offshore watch far exceeded its pre-sale estimate of $30,000–$60,000, and sold for $102,000.

Audemars Piguet Royal Oak “The Roast”

Lot #41
Pre-Sale Estimate: $400,000 – $800,000
Final Sale Price: $720,000

The Audemars Piguet Royal Oak has seen countless iterations since its debut, but few are as unique as this one-of-a-kind Reference 26730BC. Commissioned for Tom Brady and worn during his Netflix special, The Roast of Tom Brady, this exceptional watch was designed to commemorate the quarterback’s unparalleled career.

Crafted in white gold, the watch features a baguette diamond-set bezel and a salmon dial with a tapisserie evolutive pattern that radiates asymmetrically from the flying tourbillon at six o’clock. In place of traditional indices, Brady’s name is spelled out in calibré-cut and baguette diamonds, with the Roman numeral “VII” marking seven o’clock is a nod to his record-breaking seven Super Bowl victories. Through the sapphire caseback, a custom rotor bearing Brady’s signature is visible.

Estimated between $400,000 and $800,000, this Brady bespoke Royal Oak, which is the only known AP watch to feature a custom name on the dial, achieved $720,000 at auction.

Tom Brady’s Richard Mille Watches

As an elite sportsman himself, it comes as no surprise that Tom Brady would appreciate Richard Mille watches, which are often made for the world’s best athletes. Three of Tom Brady’s Richard Mille watches were offered at the Sotheby’s auction.

Richard Mille RM35-03 “Baby Nadal”

Lot #8
Pre-Sale Estimate: $300,000 – $500,000
Final Sale Price: $384,000

The Richard Mille RM 35-03 FQ “Baby Nadal” showcases the brand’s commitment to producing high-performance timepieces designed to withstand the rigors of intense sports — a perfect match for Tom Brady. Introduced as the fourth model in the RM 035 collection, the RM35-03 features the innovative “butterfly rotor,” a patented mechanism that allows wearers to optimize the winding system depending on their activity. Pressing the pusher at 7 o’clock turns the automatic winding on or off.

Tom Brady’s Richard Mille RM 35-03 watch features a vibrant blue Quartz TPT 50mm x 43mm tonneau-shaped case paired with a white Quartz TPT case band, one of the three available variations in the RM35-03 lineup. Estimated to sell for $300,000–$500,000, the RM35-03 hammered in at $384,000.

Richard Mille RM11-03 Flyback Chronograph

Lot #23
Pre-Sale Estimate: $250,000 – $450,000
Final Sale Price: $336,000

The RM 11-03 is a successor of the RM 011, the legendary Richard Mille watch released in 2007 and made in collaboration with Formula 1 driver Felipe Massa.

Powered by the advanced RMAC3 Caliber, the RM11-03 features a flyback chronograph, date, month, and a 55-hour power reserve. Built with a grade 5 titanium baseplate and bridges, the movement ensures exceptional durability whereas its variable geometry rotor provides winding efficiency. Design-wise, the 50mm x 42mm tonneau-shaped case is fashioned from carbon fiber with an almost camouflage-like pattern. Tom Brady’s Richard Mille RM11-03 watch sold for $336,000 at auction, well within its $250,000–$450,000 estimate.

Richard Mille Split Seconds Chronograph RM65-01

Lot #24
Pre-Sale Estimate: $250,000 – $450,000
Final Sale Price: $288,000

Released in 2020 after five years of development, the Richard Mille Split Seconds Chronograph RM65-01 is the brand’s most technically advanced motorsport-inspired watch. The RM65-01 introduces innovations like a rapid-winding mechanism activated via a pusher at 8 o’clock, allowing the watch to be fully wound quickly after periods of inactivity.

Powered by the RMAC4 automatic caliber, the RM65-01 also includes traditional automatic and crown winding functions. The titanium tonneau-shaped case measures 50mm x 43mm while the semi-skeletonized tri-compax dial includes multi-colored accents. In addition to the trio of subdials, the RM65-01 also includes a date window, a power reserve indicator, and a function selector display. Tom Brady’s Richard Mille RM65-01 hammered in at $288,000 at Sotheby’s auction, falling comfortably within its $250,000–$450,000 estimate.

Tom Brady’s Rolex Watches

No surprises here but Tom Brady is clearly a fan of Rolex watches, both vintage and contemporary. He selected five Rolex watches to sell at the auction including the piece that sold for the highest price of the night.

Rolex GMT-Master II “Batman”

Lot #9
Pre-Sale Estimate: $15,000 – $25,000
Final Sale Price: $60,000

The Rolex GMT-Master II “Batman” earned its nickname thanks to the bold black and blue color combination on its Cerachrom ceramic bezel — a tip of the hat to the iconic superhero’s signature colors. The Batman, introduced in 2013, was the first Rolex to feature a two-tone Cerachrom bezel on the 40mm steel case, a significant technical achievement given the challenges of seamlessly fusing two colors in such a durable material like ceramic.

In 2019, Rolex updated the Batman with the release of the ref. 126710BLNR, introducing a dressier Jubilee bracelet to the model. However, Rolex reintroduced the the sporty Oyster bracelet as an option in 2021, as seen in this example. Estimated at $15,000–$25,000, Tom Brady’s Rolex GMT-Master II watch shattered expectations, achieving $60,000 at auction — a record-setting result for the reference.

Rolex Day-Date 40

Lot #13
Pre-Sale Estimate: $80,000 – $120,000
Final Sale Price: $168,000

The Rolex Day-Date, introduced in 1956, broke new ground as the first wristwatch to display both the day and date in separate windows on the dial. Exclusively crafted from precious metals like yellow gold, white gold, Everose gold, and platinum, the Day-Date quickly became synonymous with luxury and prestige. Over the decades, Rolex has offered the Day-Date with an array of dial styles, from sleek hardstones to lavish gemstone designs, solidifying its reputation as one of the most versatile collections in the brand’s catalog.

This particular reference, the 228396TBR, is especially opulent with its meteorite dial, baguette diamond-set bezel, platinum case, and platinum President bracelet. Initially estimated at $80,000–$120,000, Tom Brady’s rare Rolex President fetched an impressive $168,000 at auction, well beyond expectations.

Rolex Yacht-Master II

Lot #14
Pre-Sale Estimate: $15,000 – $25,000
Final Sale Price: $60,000

The Yacht-Master is Rolex’s youngest sports watch collection, debuting in 1992 as a modern addition to the brand’s lineup of popular tool watches. In 2007, Rolex introduced the Yacht-Master II engineered for competitive sailors, boasting a programmable regatta timer with mechanical memory.

This example, the reference 116681, is an Everose Rolesor iteration, combining 18k Everose gold with stainless steel. Introduced in 2011, the 116681 complemented the original Yacht-Master II lineup of yellow gold and white gold models. Recently discontinued, this piece was acquired by Tom Brady during a 2018 trip to Qatar. Estimated at $15,000–$25,000, Tom Brady’s Yacht-Master II achieved a sale price of $60,000 at the auction.

Rolex Daytona Ref. 6265

Lot #35
Pre-Sale Estimate: $100,000 – $200,000
Final Sale Price: $186,000

The Rolex Daytona Reference 6265, introduced in 1971, marked a pivotal chapter in the evolution of the iconic Daytona chronograph. This reference carried forward the classic metal tachymeter bezel from earlier models like the 6239 but introduced significant upgrades such as a waterproof Oyster case with screw-down pushers and crown, replacing the pump pushers of its predecessors.

Powered by the upgraded Valjoux 727 caliber, the 6265 offered improved accuracy thanks to an increased vibration rate of 21,000 beats per hour. As such, the dial is marked with “Superlative Chronometer Officially Certified.” This particular example is a luxurious 18k gold iteration, paired with a matching champagne dial with black subdials.

Estimated between $100,000 and $200,000, Tom Brady’s Daytona 6265 achieved $186,000 at auction.

Rolex Daytona Paul Newman 6241 “John Player Special”

Lot #36
Pre-Sale Estimate: $600,000 – $900,000
Final Sale Price: $1,140,000

The “John Player Special” variant of the Paul Newman Daytona is among the most elusive and coveted vintage Rolex models. Its nickname stems from the black-and-gold livery of Lotus Formula One cars, sponsored by John Player & Sons in the 1970s.

The Daytona Reference 6241, produced between 1966 and 1969, is already rare, with just 3,000 examples ever made. However, only about 300 were crafted in yellow gold, and an even smaller number featured the highly desirable John Player Special dial. This particular piece, encased in 14k yellow gold (rather than the more common 18k) and paired with a matching 14k Jubilee bracelet, is a unicorn among unicorns. Its rarity, design, and provenance make it an extraordinary collector’s item.

A centerpiece of Tom Brady’s collection, this watch was first publicly seen during the New England Patriots’ 2023 home opener, where the team honored Brady with a halftime ceremony. Estimated between $600,000 and $900,000, the Daytona smashed expectations, achieving $1,140,000 and claiming the title of the highest-priced lot of the evening.

Tom Brady’s Patek Philippe Watches

Most serious watch enthusiasts include a few Patek Philippe watches in their collections, and Tom Brady is no exception. Three of Tom Brady’s watches were for sale at the Sotheby’s auction including a show-stopping vintage pocket watch.

Patek Philippe TBXII Grand Complication Pocket Watch

Lot #34
Pre-Sale Estimate: $200,000 – $400,000
Final Sale Price: $264,000

Grand complications have long been celebrated as the pinnacle of traditional watchmaking, combining multiple complications into a single timepiece. The Patek Philippe TBXII Grand Complication pocket watch from 1917 exemplifies this legacy, showcasing a perpetual calendar with moon phases, a split-seconds chronograph, and a minute repeater. This extraordinary piece, retailed by Tiffany & Co., highlights the close relationship between the two luxury houses that dates back to 1851.

What makes this example particularly exceptional is its “triple-signed” status, with Tiffany & Co. and Patek Philippe both proudly marked on the case, movement, and dial. Crafted from yellow gold, it features a massive 53.5mm case housing a 19-ligne caliber developed from a Victorin Piguet ébauche. The movement, marked “EXTRA,” signifies Patek Philippe’s highest quality standard. Adding to its rarity, the Grand Complication includes a custom-made blue birch box by LINLEY, emblazoned with “TBXII” (Tom Brady 12) and designed to echo the presentation boxes created for Henry Graves Jr.’s legendary Patek Philippe watches. Estimated between $200,000 and $400,000, Tom Brady’s Patek pocket watch sold for $264,000 to an in-room bidder.

Patek Philippe “First Series” Reference 3970

Lot #39
Pre-Sale Estimate: $150,000 – $300,000
Final Sale Price: $312,000

Introduced in 1986 as the successor to the iconic Reference 2499, the Patek Philippe Reference 3970 represents a milestone in the brand’s lineage of perpetual calendar chronographs by introducing the leap year indicator to the collection. Produced for nearly two decades, the 3970 was available in yellow, white, and rose gold, as well as platinum, known for its compact 36mm case — a touch smaller than its predecessor.

The example offered here belongs to the coveted first series, produced between 1986 and 1987. Distinguished by its snap-back case (later replaced with a screw-back design in subsequent series), fewer than 100 first-series models are believed to exist. This specific piece, in 18k yellow gold and bearing movement number 875,001, is particularly significant as its likely the second Reference 3970 ever produced, as the first is known to have carried the number 875,000. Estimated between $150,000 and $300,000, Tom Brady’s Patek Philippe Perpetual exceeded expectations, selling for $312,000.

Patek Philippe Nautilus “Jumbo”

Lot #30
Pre-Sale Estimate: $50,000 – $100,000
Final Sale Price: $132,000

First introduced in 1976, the Patek Philippe Nautilus Reference 3700 earned its “Jumbo” nickname for its impressive 42mm size — large for the era. Designed by Gerald Genta, the Nautilus took inspiration from the portholes of transatlantic ocean liners and quickly became a cornerstone for what would grow into one of Patek Philippe’s most popular collections.

The Reference 3700 featured an ultra-thin profile of just 7.5mm, achieved through the use of the caliber 28-255C movement, sourced from Jaeger-LeCoultre and modified with Patek Philippe’s Gyromax balance wheel. Its two-part monobloc case construction ensured 120 meters of water resistance. The design was further distinguished by its lateral “ears” at three and nine o’clock, which secured the bezel with four discreet screws.

By 1980, Patek began producing cases and bracelets in-house, transitioning the model to the 3700/11 reference. This updated version featured a narrower, tapered bracelet. The Tom Brady’s example is a rare two-tone variation in stainless steel and 18k yellow gold, a configuration believed to be limited to just 200 pieces. Accompanied by its original cork presentation box, this example was estimated at $50,000–$100,000, but it sold for much more, picked up for $132,000.

Tom Brady’s Watches

Given that all of Tom Brady’s watches sold (most over their pre-sale estimates) at the Sotheby’s GOAT Collection auction, it’s safe to say that the event was a resounding success. Featuring 22 watches in total, spread across six watch brands and spanning a price range of $28,000 to $1.14 million, the curated Tom Brady watch collection showcased the quarterback’s taste and diverse watchmaking interests.

From iconic models like the Rolex Daytona JPS to one-of-a-kind pieces such as the Audemars Piguet Royal Oak “The Roast,” the auction gave us a glimpse into the quarterback’s collecting journey. Now that Tom Brady has more space in his collection, we’re interested to see what other watches he’ll pick up in the near future.