Tom Brady flashed his one-of-a-kind Audemars Piguet timepiece during his return to Gillette Stadium for Sunday’s Packers vs. Patriots game.
The 47-year-old former quarterback wore the custom Royal Oak Flying Tourbillon that had been created specifically for his 2024 Netflix special, “The Roast of Tom Brady.” The 18-karat white gold watch, which features a bezel set with baguette diamonds and a salmon dial, later sold for $720,000 at Sotheby’s “The GOAT Collection: Watches & Treasures from Tom Brady” auction.
“Designed specifically for Brady, the dial replaces standard indices with his name set in calibré-cut and baguette diamonds, with the number seven in Roman numerals symbolizing his seven Super Bowl victories,” Sotheby’s wrote in its listing for the piece.
“This is the only known watch from Audemars Piguet featuring a custom name on the dial, and fittingly, it was created for a living legend.”
The remarkable timepiece also boasts a sapphire crystal case back with a custom rotor bearing Brady’s signature. How the seven-time Super Bowl champion came to be wearing the watch again after it had been auctioned off remains unclear.
Brady’s appearance at the game marked another chapter in his well-documented passion for luxury timepieces. The former Patriots star has consistently drawn attention for his wristwear choices at NFL matchups since retiring from professional football.
Just a few weeks prior, he had casually displayed a $500,000 rainbow Rolex while attending a Lions vs. Packers game. That appearance came after he participated in Kevin Hart’s Netflix roast in May wearing a diamond Rolex reportedly worth $6 million.
The custom Audemars Piguet had been a centerpiece of Sotheby’s auction of Brady’s personal collection, which offered fans and collectors the chance to own pieces tied to the quarterback’s career and public appearances. The watch’s unique design elements — including the diamond-set name and Roman numeral seven — directly referenced his unprecedented seven Super Bowl titles, six of which came during his 20-season tenure with the New England Patriots.
The auction house emphasized the singular nature of the timepiece in its promotional materials, noting that no other Audemars Piguet watch was known to carry a custom name on its dial. The creation of the piece for Brady’s roast special underscored both his cultural stature and the increasingly blurred lines between sports, entertainment, and luxury collecting.
Brady’s watch collection has become a recurring subplot in his post-playing career, with each public appearance offering observers a chance to catalog his latest choice. The reappearance of the $720,000 Audemars Piguet — once thought to have found a new owner through the auction — added another layer of intrigue to his ongoing relationship with the piece.
Whether through a private arrangement to retain the watch, a change of heart from the buyer, or some other circumstance, Brady’s ability to continue wearing the custom timepiece demonstrated the unique privileges of his status. The watch, created for a television event where he endured hours of public ribbing from comedians and former colleagues, now serves as a trophy of a different sort.
The former quarterback founded 199 Productions, his own media company, following his retirement and has remained a visible presence at NFL events both as a broadcaster and spectator. His fashion choices, particularly his watches, have become as much a part of his public identity as his on-field accomplishments once were.