Tom Brady’s Rolex worn during his 2023 season.
Sotheby’s (L). Reuters (R)
Sotheby’s scores big on Tom Brady.
The auction house held its “GOAT Collection” sale Tuesday night, selling 41 items offered for a total of $9 million. The lot included watches, jerseys and other sports treasures. The watch alone brought $4.6 million.
Brady’s rare yellow gold Rolex Daytona Paul Newman “John Player Special” from 1969 sold for $1.1 million, making it the top-selling item at auction.
The watch was first worn by Brady during the 2023 National Football League season during a ceremony at Gillette Stadium where owner Robert Kraft announced that the seven-time Super Bowl-winning quarterback would be inducted into the Patriots Hall of Fame.
New England Patriots CEO Robert Kraft hugs Tom Brady during a game between the New England Patriots and the Philadelphia Eagles at Gillette Stadium on September 10, 2023 in Foxborough, Massachusetts.
Icon Sportswear | Icon Sportswear | Getty Images
Four collectors vied for the chance to own a piece of Brady history from his University of Michigan. The jersey worn on his last college game fetched $792,000. Brady scored four touchdowns and had 369 passing yards in that iconic game.
The sale highlights Sotheby’s success as it enters the world of sports collecting.
Tom Brady’s University of Michigan jersey worn during his final college game.
“Regardless of their team allegiance, collectors eagerly gathered to admire these cherished mementos of Tom’s iconic career, honoring and honoring the GOAT’s extraordinary achievements,” said Brahms Wachter, Sotheby’s Head of Modern Collections.
Sport has been a bright spot for Sotheby’s, bringing in new and younger clients.
The auction house said that of the 800 people registered to participate in Tuesday’s auction, 34% were new customers and 40% were under the age of 40.
“I have been very fortunate to have such an amazing journey in my career, and these watches and collectibles truly capture those unforgettable moments and all the hard work behind them,” Brady said prior to the sale.
