Legendary quarterback Tom Brady is set to auction off his prized watch collection through Sotheby’s this December. Dubbed “The GOAT Collection: Watches and Treasures from Tom Brady,” the sale will feature timepieces ranging from $12,000 to $800,000, including luxury brands like Patek Philippe, Rolex, and a custom Audemars Piguet. Brady’s passion for watches started in high school, and his collection has grown over the years, with many pieces acquired to mark significant milestones in his career.

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Tom Brady’s custom Audemars Piguet Royal Oak.

9Highlights include a white gold and diamond-set Audemars Piguet Royal Oak, expected to fetch up to $800,000, which Brady wore during his Netflix special, as well as a Richard Mille 35-03 “Baby Nadal” and a rose gold Patek Philippe Nautilus from 2017. Sotheby’s has praised the collection as a reflection of Brady’s career and the historical moments it represents.

Luxury watch demand surged during the pandemic, but prices have since leveled out. Still, in 2024, total watch sales reached $493 million, a 6% increase from the previous year, according to EveryWatch. Major auction houses are capitalizing on this market, increasing their watch offerings by 50% over the past year.