“I’ve been so fortunate to have 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, the seven-time Super Bowl champion, said in a statement. “I’m excited to give fans and collectors a chance to own and cherish these special pieces from my journey just like I have.”

But with prices ranging from $12,000 to a whopping $800,000, very few fans will be able to get their hands on a piece of Brady’s cherished memorabilia. Even the lowest-priced item on the auction is nearly 20% of the average annual income in the U.S.

“The GOAT Collection,” a nod to Brady’s greatest-of-all-time football record, includes five watches, the kit he wore in the 40-yard dash during his 2000 NFL combine, the jersey he wore in his final game at the University of Michigan, a wristband he wore during “The Comeback” Super Bowl LI game in 2017, and his Tampa Bay Buccaneers helmet. 

“To put it simply, this is a collection that collectors can only dream of,” Brahm Wachter, Sotheby’s head of modern collectibles, said in a statement. “From Tom Brady’s collegiate journey to his NFL Combine appearance, and remarkable rise from humble beginnings to Super Bowl triumphs with both the Patriots and Buccaneers—each item in this auction embodies these pivotal moments.”

Why Brady is auctioning his memorabilia

Brady had an estimated net worth of $530 million in 2023 around the time he announced his retirement, according to Forbes. That figure included earnings from a more than two-decade football career, numerous brand deals, and sponsorships he landed from winning more Super Bowl championships than any player in American history.

Plus, he’s still bringing in more as a lead commentator at Fox Sports, where he signed a 10-year $375 million deal—a transition even he admitted was awkward. 

“I do what they tell me. I understand that,” Brady said during his first broadcast. “I’m still a rookie in here.”

So while Brady continues to bring in a considerable income, it’s intriguing for him to sell off some of his most prized possessions, which would—at their estimated maximum auction prices—make about $2.7 million. 

Brady has “channeled his keen eye for detail into a remarkable passion for watches,” according to Sotheby’s. It started when his parents gave him his first watch for his high school graduation. After he won his first Super Bowl with the New England Patriots in 2002, Brady upgraded to more expensive models. The watches he’s auctioning off include an Audemars Piguet, a Richard Mille, a Philippe Nautilus, a Rolex, and his pilot’s watch. 

While the money is unlikely of great importance to Brady considering his wealth, he’s also attempted to cement himself as a great watch collector. So the Sotheby’s auction may be a way to highlight Brady’s other great love—aside from football.

“Just as he mastered the language of football, he has devoted himself to understanding the intricacies of watches, curating a world-class assortment of exquisite timepieces in recent years that reflects his deep passion for collecting,” Richard Lopez, Sotheby’s senior specialist for watches, said in a statement.