In the buildup to the NFC divisional playoff game between the Seattle Seahawks and San Francisco 49ers, Tom Brady drew as much attention for what was on his wrist as what he was set to discuss on the broadcast.
Before taking to the commentator’s box, Brady shared a closeup of a glittering Rolex Daytona bezel set with rainbow-colored jewels that enthusiasts quickly pegged at around $480,000.
According to Luxury Souq, the watch features a striking rainbow diamond border around the dial, with additional diamonds encrusted along the band.
“Okkkkkkk,” Brady captioned the photo on his Instagram story.
The Rolex Daytona has become a signature statement for Brady, who has made it a tradition to showcase a different watch with each FOX broadcast.
From Patek Philippes to Audemars Piguets, the quarterback-turned-broadcaster has amassed a collection that rivals those of many high-profile celebrities, reflecting his long-standing passion for fine timepieces.
This isn’t the first time Brady‘s wrist has commanded attention on NFL broadcasts.
During the playoffs earlier this month, he was seen sporting a Rolex Oyster Perpetual LandDweller in rose gold, a more understated piece with a retail price over $50,000, during coverage of the Philadelphia Eagles vs. San Francisco 49ers game.
Brady‘s taste for remarkable watches dates back years. In February 2025, he made headlines when he wore a custom Jacob & Co. Caviar Tourbillon valued at approximately $740,000 while calling Super Bowl LIX for FOX.
That gem-encrusted timepiece featured nearly 49 carats of yellow sapphires with additional diamonds, catching the eye of fans and fashion critics alike.
In late 2024, he auctioned off a significant portion of his personal watch collection through Sotheby’s in New York, selling 21 watches that together fetched millions of dollars.
The top lot was a rare Rolex Paul Newman Daytona “John Player Special” that sold for $1.1 million, underscoring both the investment value and historical allure of the pieces he’s amassed.
Brady‘s final FOX broadcasts of the season and a championship spotlight
Brady confirmed he will be departing from his role at Fox Sports, a gig he has held since transitioning to television following his playing days.
He confirmed he will be leaving that role to become chief wellness officer of eMed, a digital health platform focused on expanding access to GLP1 medications, drugs that have gained widespread attention for weightloss and metabolic health.
This change comes midseason and during the height of NFL playoff coverage, amplifying questions about what comes next for one of the most recognizable figures in American sports.
Brady‘s exit from FOX’s broadcast booth marks a notable shakeup in an industry where his presence had quickly become a cornerstone of highprofile NFL coverage.
It also comes amid personnel shifts across networks and competing priorities for sports media companies trying to balance star power with production continuity.
The network’s crew will have only one more game to cover: the NFC Championship, which will be hosted by the Seattle Seahawks.
Their opponent is set to be determined, pending the outcome of the Chicago Bears–Los Angeles Rams divisional matchup.
Brady is already slated to play in the inaugural Fanatics Flag Football Classic in Riyadh, Saudi Arabia, set for March 2026. That event marks his first competitive appearance since retiring from the NFL and reflects a growing global interest in alternative formats of American football.
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