Sotheby’s Watches and Treasures from Tom Brady auction achieves $9 million

Sotheby’s auction of Watches and Treasures from Tom Brady achieved $9 million, with 100% of lots sold and a Rolex Reference 6241 Daytona Paul Newman ‘John Player Special’ selling for $1.1 million

Sotheby’s The GOAT Collection: Watches and Treasures from Tom Brady auction on December 10, 2024, brought a total of $9 million, with all 41 lots sold. The white-glove sale attracted more than 800 participants, drawn by the allure of the property and the exceptional provenance.

While the sale of his watches realised $4.6 million, his sports treasures achieved $4.4 million. An exceedingly rare yellow gold  Rolex Daytona Paul Newman ‘John Player Special’ from 1969 won top lot of the sale at $1.1 million, selling to a client in the room. Brady was first seen wearing the wristwatch at the start of the 2023 football season, during a special ceremony at Gillette Stadium where the New England Patriots honored the legendary quarterback at their home opener against the Philadelphia Eagles. During the halftime ceremony, team owner Robert Kraft announced that Brady would be inducted into the Patriots Hall of Fame the following June.

Four collectors battled for a piece of Brady’s early football career, as his Michigan ‘Final College’ game-worn jersey achieved $792,000 over the course of nearly five minutes. Brady’s final game at the University of Michigan remains one of the most memorable performances of his college career.

The dedicated exhibitions across Los Angeles, Miami, Dallas and New York earlier had attracted thousands of visitors while Sotheby’s social media campaign reached 6 million, with the top post – Tom Brady’s Cover Story of Sotheby’s Magazine – gaining 2 million impressions and counting.