Audemars Piguet

In the early 1970s, Audemars Piguet, like many Swiss watchmakers, faced significant financial challenges due to the rise of quartz watches from Japan, sparking what is now known as the "Quartz Crisis." As sales declined and uncertainty grew, the company realized in 1971 that without a bold transformation, financial collapse was inevitable. A glimmer of hope emerged when feedback from the Italian market hinted at interest in a luxury steel watch. With that insight, Audemars Piguet's management made a decisive move, opting for a groundbreaking new direction: creating a sporty yet refined timepiece unlike anything seen before.

This was where Gérald Genta, a young Swiss industrial designer, came into the picture. Drawing inspiration from a traditional diver’s helmet, Genta designed what would become the iconic Royal Oak. This revolutionary steel watch featured an octagonal bezel secured by eight visible hexagonal gold screws, a water-resistant gasket, and a dial decorated with the distinctive tapisserie pattern. When it launched in 1972, the Royal Oak redefined luxury, becoming the first stainless steel luxury sports watch with a seamlessly integrated bracelet.

Since its debut, the Royal Oak has remained a cornerstone of Audemars Piguet’s collection, evolving through various iterations with added complications and different materials. The present example is the Reference 26730BC Royal Oak featuring a self-winding flying tourbillon, which was made as a unique piece for the G.O.A.T. Worn by Brady during his Netflix special, "The Roast of Tom Brady," this one-of-a-kind watch is now offered by Sotheby’s, consigned directly by Brady himself.

Encased in white gold with a baguette diamond-set bezel, the watch features an elegant salmon dial with a tapisserie evolutive pattern radiating asymmetrically from the tourbillon. 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. Through the sapphire crystal case back, a custom rotor bearing Tom Brady’s signature is visible, adding a personal touch to this remarkable timepiece.

With its unique provenance, impeccable condition, and extraordinary craftsmanship, this lot represents a rare opportunity to own a truly special 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.