1 week ago
Tom Brady's Rolex worn during his 2023 season.
Sotheby's (L) | Reuters (R)
Sotheby's has scored big off of Tom Brady.
The auction house held its "GOAT Collection" sale on Tuesday night, selling all 41 items offered for a total of $9 million. The lots consisted of watches, jerseys and other sports treasures. The watches alone brought in $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 in the auction.
The watch was first worn by Brady in the 2023 season during a ceremony at Gillette Stadium where owner Robert Kraft announced the seven-time Super Bowl winning quarterback would be inducted into the Patriots Hall of Fame.
FOXBOROUGH, MA - SEPTEMBER 10: New England Patriots chairman and CEO Robert Kraft embraces Tom Brady during a game between the New England Patriots and the Philadelphia Eagles on September 10, 2023, at Gillette Stadium in Foxborough, Massachusetts. (Photo by Fred Kfoury III/Icon Sportswire via Getty Images)
Icon Sportswire | Icon Sportswire | Getty Images
Four collectors battled it out for a chance to own a piece of Brady history from his University of Michigan days. His final college game day-worn jersey fetched $792,000. Brady scored four touchdowns in that iconic game and had 369 passing yards.
The sale highlights the success Sotheby's has seen as it ventures into the world of sports collectibles.
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 from Tom's iconic career, honoring and respecting the remarkable accomplishments of The GOAT," said Brahm Wachter, Sotheby's head of modern collectibles.
Sports has been a bright spot for Sotheby's, bringing in new and younger clientele.
The auction house says of the 800 people registered to participate in Tuesday's auction, 34% were new customers and 40% were under the age of 40.
"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 ahead of the sale.
