The Rolex watch worn by Tom Brady during the 2023 season.
Sotheby’s (L) | Reuters (R)
Sotheby’s made a fortune on Tom Brady.
The auction house was held “Goat Collection” At Tuesday night’s auction, all 41 items were sold for a total of $9 million. The lots include watches, jerseys and other sports treasures. The watches alone brought in $4.6 million in revenue.
Brady’s rare gold 1969 Rolex Daytona Paul Newman “John Player Special” sold for $1.1 million, becoming the best-selling item at auction.
Brady first wore the watch during the 2023 season during a ceremony at Gillette Stadium when team owner Robert Kraft announced the seven-time Super Bowl champion quarterback would be inducted into the Patriots Hall of Fame Hall.
FOXBOROUGH, MA – SEPTEMBER 10: Chairman and CEO of the New England Patriots during the game between the New England Patriots and the Philadelphia Eagles at Gillette Stadium on September 10, 2023 in Foxborough, Massachusetts Executive Robert Kraft hugs Tom Brady. (Photo by Fred Kfoury III/Icon Sportswire via Getty Images)
Graphic Sports Line | Graphic Sports Line | Getty Images
Four collectors are competing to own a piece of Brady history from his days at the University of Michigan. His last college gameday jersey sold for $792,000. Brady scored 4 touchdowns and passed for 369 yards in that iconic game.
The sale highlights Sotheby’s success in its foray into sports collectibles.
University of Michigan jersey worn by Tom Brady in his final college game.
Brahm Wachter, Sotheby’s head of modern collections, said: “Whatever their group loyalties, collectors eagerly gathered to admire these rare memorabilia from Tom’s iconic career. Pay respect and respect to the goat for his extraordinary achievements.
Sports have been a highlight for Sotheby’s, attracting new, younger clients.
The auction house said that of the 800 people who registered for Tuesday’s sale, 34% were new customers and 40% were under 40 years old.
Speaking ahead of the auction, Brady said: “I have been extremely 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.”
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