Tom Brady, 49, has unveiled his latest six-figure timepiece.
The Fox Sports analyst showed off a rose gold Rolex Daytona Rainbow on his Instagram Story during Sunday’s Green Bay Packers vs. Detroit Lions broadcast. The watch features a pavé diamond dial and 36 multicolored baguette-cut sapphires encircling the bezel, with resale listings placing its value at $498,000.
He seemed pleased with the selection, sharing the snap with three heart emojis.
Brady isn’t the only NFL star drawn to this particular model. Travis Kelce wore what appeared to be the same style to a Chiefs game last November. Drake and soccer star Harry Kane also own the pricey piece.
The Daytona Rainbow joins an increasingly crowded rotation on Brady’s wrist. In September, he wore a $485,000 white gold rainbow Audemars Piguet Royal Oak to the Chargers vs. Bills game, and he owns the rose gold version as well. Earlier this month, he picked an orange sapphire Daytona worth around $300,000 for the Rams vs. Eagles game, then opted for a platinum Land-Dweller with an ice-blue dial two weeks later.
The crown jewel of his collection may be the diamond-covered Rolex Sea-Dweller he wore to Kevin Hart’s Netflix roast in May. Valuations of the off-catalog model have reached $6 million, though that figure remains disputed.
Brady doesn’t keep every acquisition. He auctioned off 21 of his timepieces at Sotheby’s in December 2024, bringing in nearly $5 million.
Away from the broadcast booth, his personal life is drawing equal attention. Brady is reportedly dating supermodel Candice Swanepoel, 38. A source said on Saturday that the pair have been together “for a while.”
Swanepoel, who walked in this month’s Victoria’s Secret Fashion Show, split from ex-fiancé Hermann Nicoli in 2018. Brady and Gisele Bündchen divorced in 2022 after 13 years of marriage.
The watch flex comes as Brady settles into his second season as Fox Sports’ lead NFL analyst, a role he began after retiring from a 23-year career that saw him win seven Super Bowl titles. His broadcasting debut drew mixed reviews, but his wardrobe choices have consistently commanded their own headlines.
His December auction at Sotheby’s included pieces from Patek Philippe, Audemars Piguet and Rolex, with proceeds partially benefiting his TB12 Foundation. The sale demonstrated both the scale of his horological appetite and his willingness to cycle through acquisitions.
Whether the rainbow Rolex becomes a keeper or eventually hits the auction block remains to be seen. For now, it shares wrist space with some of the most coveted watches in celebrity circulation.
Brady’s next scheduled broadcast is the NFC Championship game.