By Robertino Altieri, WatchGuys CEO
Table of Contents
Sotheby’s New York auction of Tom Brady’s GOAT Collection generated total sales of $4,622,400 from 19 watches, but it was a mixed bag of results, according to Robertino Altieri, CEO of pre-owned watch specialist WatchGuys.
IWC over-performed, Rolex was rock solid, Richard Mille lagged and a personalised Audemars Piguet Flying Tourbillon disappointed, despite a $720,000 hammer price.
Here, Mr Altieri, based in Los Angeles, casts his expert eye over the Tom Brady auction results.
Tom Brady Watch Auction
IWC Sets a Big Stage
The results of the IWC timepieces from Tom Brady’s collection underscore the powerful combination of iconic design, brand craftsmanship, and the cultural resonance of one of sports’ greatest figures.
As an IWC brand ambassador, Brady’s ownership brought an additional layer of significance to these watches, which performed exceptionally well across the auction, consistently exceeding market expectations—a result that came as no surprise to us.
What stood out even more was the impressive trend set by these IWCs and other more affordable models in the auction.
Watches like the IWC Big Pilot IW5036-05, with an estimate of $12,000–$24,000, sold for a remarkable $72,000.
Similarly, the IWC IW3881-02 Pilot’s Watch, estimated at $12,000–$18,000, also achieved $72,000.
The Top Gun, estimated at $10,000 on the high end, soared to $42,000 — almost four times its expectations.
This strong start for the watches of the auction demonstrated not only the appeal of Tom Brady’s collection but also the growing interest in accessible luxury models, including IWCs and lower-end Rolexes like the Batman, which also performed notably well.
These results highlight a shifting dynamic in the auction market, where quality and connection are clearly driving value.
Rolex Batman sets the tone
The bidding for this Rolex 126710BLNR ‘Batman’ was electric, and the result speaks volumes. Market prices for this model typically hover around $16,000 to $18,000, and we even placed a competitive $20,000 bid ourselves. Yet, the hammer fell at an astonishing $60,000!
Tom Brady’s ownership elevated this already iconic piece into a symbol of sports and watchmaking history, creating one of the most thrilling moments of the auction.
We were particularly pleased with this result, as it aligned with our expectations, especially following the outstanding performance of the IWC watches from Brady’s collection.
The ‘Batman’ is a relatively attainable watch with a consistent market price, making its meteoric rise to $60,000 a clear testament to the influence of Tom Brady’s name.
This sale not only underscores the strength of his personal brand but also highlights the growing appeal of watches that blend accessibility with provenance, making this a defining moment in the auction.
Richard Mille Underperforming
Contrary to the above, the results for Lots 23 and 24—the Richard Mille RM11-03 and RM65-01 — were intriguing, to say the least.
Despite the hype surrounding Richard Mille as a brand and the added allure of being owned by Tom Brady, these pieces underperformed.
Both watches sold at or below their typical market price, a surprising outcome considering the provenance and the usual frenzy for RM models.
Could this signal a shift in the market for Richard Mille now that people are seeing Tom’s watch sell below market?
Are these pieces potentially overhyped?
It’s a question worth pondering for collectors and investors alike. While RM watches have long been synonymous with exclusivity and desirability, this auction result might give pause to those banking on their continuous rise in value. Proceed with caution!”
Rolex Daytona ‘John Player Special’
This watch truly met our expectations, selling for an impressive $1,140,000. As one of the rarest Daytona models, with only around 300 produced in yellow gold and even fewer featuring the iconic black-and-gold “John Player Special” Paul Newman dial, we knew it would draw significant interest.
Its unique 14ct yellow gold case and Jubilee bracelet made it even more special, setting it apart in the world of vintage Rolexes.
On top of that, its connection to Tom Brady, who wore it during the Patriots’ 2023 home opener ceremony, added a layer of cultural significance.
The result reflects both the intrinsic value of this rare timepiece and its historical importance, making it a highlight of the auction. We were not surprised to see this watch sell for over $1,000,000.
Audemars Piguet Roasted
The Audemars Piguet Royal Oak, The Roast, created for and worn by Tom Brady, was one of the most anticipated pieces in this auction. With all the buzz following the Roast special and its status as a truly unique watch, expectations were sky-high.
The final hammer price of $720,000 is undoubtedly significant but fell short of the $1 million-plus mark many had predicted.
This result highlights the complexities of the market, where even unprecedented provenance and hype can sometimes face unexpected limits.
Nevertheless, this watch remains an extraordinary piece of history and a testament to the enduring appeal of Brady and Audemars Piguet.
Audemars Piguet’s green shoots
We were genuinely surprised by the pace of this auction. This watch checks all the boxes for collectors: the iconic Audemars Piguet Royal Oak, a highly coveted green dial, and the exceptional provenance of being owned by Tom Brady himself.
While the final hammer price of $114,000 exceeded the current market value of $65,000, the slower pace of bidding suggested a tempered demand for this piece within the auction. Could this be due to the watch’s relatively wide availability in the secondary market?
Tudor Hodinkee flies
This sale really surprised me. The Tudor Heritage Black Bay 58 ‘Friends of Hodinkee,’ owned and worn by Tom Brady, sold for $36,000, which is way above what I would have expected.
Fun fact: a customer actually tried to sell me this exact watch. He was invited to buy it by Hodinkee and offered it to me for $10,000. At the time, I turned it down.
Seeing it sell for $30,000 at auction makes me realize how much provenance and exclusivity can drive up the value of a piece like this.
Rose gold and steel Rolex Yacht-Master
We were genuinely surprised by how well this Rolex Yacht-Master II performed, achieving a final hammer price of $60,000.
While this model stands out with its striking design, it isn’t typically among Rolex’s most highly sought-after pieces, with an average market value around $20,000.
We initially anticipated a result closer to the $30,000 mark, but the impressive premium realized here speaks to the power of provenance and the added allure of being owned and worn by Tom Brady.
AP Offshore impresses
Audemars Piguet reference 26170OR.OO.1000OR.01, sold as a watch-only piece for an impressive $102,000. Our prediction of $80,000–$95,000 was close, but what’s truly remarkable is that this watch exceeded market value despite lacking papers.
This result likely owes much to Tom Brady’s immense popularity and the added prestige of owning a piece from his collection.
Rolex Daytona 6265 Yellow Gold
The Rolex Daytona 6265 in yellow gold sold for $186,000, which falls squarely within the market range of $180,000–$195,000.
As a vintage collector’s piece, we expected it to draw a higher price due to its association with Tom Brady.
However, this result suggests that even seasoned collectors were unwilling to pay a premium for the name and instead chose to keep the bidding aligned with market value.
It’s an interesting reflection on how collectors prioritize the intrinsic appeal of a watch over celebrity ownership in this case.
Patek Philippe Reference 3700/11 ‘Jumbo’ Nautilus
The Patek Philippe Reference 3700/11 ‘Jumbo’ Nautilus achieved an impressive $132,000, a testament to its rarity and desirability.
With only around 200 two-tone examples ever made, this Gérald Genta-designed icon stands as a pinnacle of luxury sports watches.
While the estimate was set at $50K–$100K, it was as expected to see this rather limited piece sell for around $60K over market, reaffirming its allure.
This result was encouraging, as desirable models, which are not overly hyped like RM, showed strong and steady performance at the auction.
Combining legendary design with a connection to one of the greatest athletes of all time, this watch was undoubtedly a true highlight of the event!
About the author
