Tom Brady's Rolex worn during his 2023 season.
Sotheby's (L) | Reuters (R)
Sotheby's has scored big on Tom Brady.
The auction house held its “GOAT Collection” sale on Tuesday evening, selling all 41 items offered for a total of $9 million. The lots consisted of watches, jerseys and other sports treasures. The watches alone raised $4.6 million.
Brady's rare yellow gold 1969 Rolex Daytona Paul Newman 'John Player Special' sold for $1.1 million, making it the best-selling item at 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 hugs 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 competed for a chance to own a piece of Brady history from his time at the University of Michigan. His last college-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 had as it entered the world of sports collectibles.
Tom Brady's University of Michigan jersey, worn during his final college game.
“Regardless of team allegiance, collectors eagerly gathered to admire these cherished memories from Tom's iconic career, in honor and respect for The GOAT's remarkable achievements,” said Brahm Wachter, Sotheby's head of modern collectibles.
Sports has been a bright spot for Sotheby's, bringing in new and younger clients.
The auction house says that of the 800 people who registered to participate in Tuesday's auction, 34% were new customers and 40% were under 40 years old.
“I have been so lucky to have had 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.
