New England Patriots icon Tom Brady has once again captured the spotlight, this time for his extraordinary passion for high-end horology. The seven-time Super Bowl champion recently made waves with a lavish gift to his son, Benjamin Rein Brady, and the revelation of a multi-million dollar watch auction from his personal collection.
A Multi-Million Dollar Gift for His Son
Tom Brady surprised his son, Benjamin, with an exceptionally rare and opulent timepiece: a Jacob & Co. Billionaire Mini Ashoka watch valued at an estimated $3 million. This masterpiece is one of only 18 pieces in existence worldwide. The watch features a white gold case and bracelet adorned with 480 Ashoka-cut diamonds, with a total diamond weight exceeding 100 carats.
Brady's own taste for luxury was on full display earlier in February 2025, when he debuted as a Super Bowl commentator for the Kansas City Chiefs vs. Philadelphia Eagles game. For the occasion, he wore a Jacob & Co. Caviar Tourbillon timepiece set with yellow sapphires, reportedly worth $740,000.
The $4.6 Million Sotheby's Auction
In December 2024, Brady decided to part with a significant portion of his watch collection. He auctioned 21 timepieces at Sotheby's, which collectively fetched an impressive $4.6 million. The auction also included 20 other memorabilia items from his legendary football career, such as jerseys from pivotal moments and his final NFL helmet. The total sale from all items reached $9 million.
Robertino Altieri, CEO of WatchGuys, highlighted the significance, noting to Business Insider that "Watches were the main story and drew the most value." He added that Brady's move helps bridge the worlds of elite watches and sports.
Highlight Lots from the Auction
The star of the auction was Brady's Rolex Daytona Paul Newman 'John Player Special', which sold for a staggering $1.14 million. Brady had famously worn this watch in June 2023 when Patriots owner Robert Kraft announced his induction into the Patriots Hall of Fame. Its value stems from its iconic black-and-gold design and vintage Paul Newman dial.
Another standout was a custom-made Audemars Piguet Royal Oak Flying Tourbillon, personalized with Brady's name in diamonds, the Roman numeral for seven (signifying his Super Bowl wins), and his signature on the rotor. It sold for $720,000, though experts had anticipated it crossing the $1 million mark. Brady wore this piece during his Netflix roast special in May 2024.
An IWC Schaffhausen Big Pilot’s Watch Chronograph Top Gun Edition “SFTI” saw a dramatic increase from its $10,000 estimate, finally selling for $42,000. Brady wore this watch during the Tampa Bay boat parade celebration after his final championship win in 2021. His long association with IWC included an ambassador role from 2019 to 2023.
Also sold was a Patek Philippe TBXII Grand Comp retailed by Tiffany & Co., which went for $264,000, surpassing its lower estimate.
What Remains in Brady's Collection?
Despite the massive auction, Tom Brady's collection remains enviable. Known pieces still in his possession or previously worn include the Richard Mille RM 35-03 'Rafael Nadal', a Rolex Day-Date 'Emoji Puzzle' in Rose Gold, a Patek Philippe Aquanaut, an Audemars Piguet Royal Oak Perpetual Calendar, a Rolex Submariner Date, and a Cartier Crash, among others.
These transactions and revelations paint a picture of an athlete with a refined taste for luxury and investment, seamlessly blending his sports legacy with the world of haute horology.
