Market Data 
- In December, Tom Brady will auction five pieces from his luxury watch collection at Sotheby’s.
- His collection includes pieces from brands like Rolex, Audemars Piguet, and Patek Philippe.
- One custom watch is estimated to be worth between $400,000 and $800,000.
Seven-time Super Bowl champion Tom Brady is passionate about more than just football.
On December 10, the retired 15-time ProBowler will auction five of his watches at Sotheby’s, along with other “treasures” from his football career.
“I’ve been so fortunate to have such an amazing journey in my career, and these watches and collectibles really capture those unforgettable moments and all the hard work behind them,” Brady said in a press release.
The auction comes amid fluctuations in the luxury watch industry. Following a spike in interest during the COVID-19 pandemic, the industry faced a period of decline. The overall market index is down 6.1% from 2023, but it has rebounded by 0.6% in the last month, according to WatchCharts data from September 30.
While Sotheby’s has the third-most watch sales among auction houses this year, with more than $72 million in sales so far, EveryWatch reported, that’s a steep decline from the auction house’s $155 million in watch sales last year.
Though the fourth quarter of 2024 is just beginning, Brady’s auction may be part of a growing trend to reboot the luxury resale market through celebrity partnerships. In June 2024, for example, Sotheby’s auctioned 11 watches from Sylvester Stallone’s personal collection, including his Patek Philippe Grandmaster Chime which sold for $5.4 million.
“We are incredibly honored to be working with Tom in the curation of his single owner sale where we are featuring a selection of timepieces along with some of his prized sports treasures from his football career,” Richard Lopez, Sotheby’s senior specialist for watches, said in its press release.
Here are the five pieces from Brady’s collection that are heading to auction, with estimated values ranging from $12,000 to $800,000, per Sotheby’s.
