Tom Brady Showcases $68,000 Rolex During NFL Broadcast

Tom Brady, now a broadcaster for FOX Sports, continued his habit of showcasing his watch collection during NFL game coverage. On Sunday, October 18, 2026, before calling the game between the Chicago Bears and the Atlanta Falcons, Brady displayed a Rolex on his wrist.

For this broadcast, Brady chose a Rolex Land-Dweller, a 40mm timepiece with a platinum case and integrated jubilee bracelet. The watch features a distinctive ice-blue dial with a honeycomb motif, a signature design for this specific model. According to the Rolex website, this watch has a retail price of $68,400. Brady shared a photo of the watch on his Instagram, captioning it "Game time @nflonfox Bears at Falcons!!"

This is not the first time Brady has highlighted his luxury watches during his broadcasting career. In previous weeks, he has been seen wearing other high-value timepieces. The week prior to the Bears-Falcons game, he displayed a Patek Philippe chronograph Reference 5070P-001, reportedly valued at $160,000 on the secondary market. Before that, he showed off a Rolex Daytona Cosmograph "Orange Sapphire," adorned with orange gemstones, which is estimated to sell for around $300,000.

The game itself proved to be a close contest. The Chicago Bears ultimately defeated the Atlanta Falcons with a score of 31-23. Despite a late rally by the Falcons, who scored two touchdowns in the fourth quarter to narrow the deficit, they were unable to overcome the earlier lead. The game concluded with the Falcons failing to convert on their final drive.