Demand for Rolex and Cartier Watches Surges After Love Story Spotlight, Bezel Reports
FX’s Love Story follows the whirlwind romance of John F. Kennedy Jr. and Carolyn Bessette, but its cultural ripple has sparked a surprising new craze among viewers. The stylish ’90s aesthetic woven throughout the series has tapped into the moment, reigniting interest in the outfits and accessories of the famous couple and the era as a whole.
In particular, luxury timepieces have captured the attention of collectors and are rising on the secondary market, according to online marketplace Bezel. The Rolex Datejust (as seen on Calvin Klein, portrayed by Alessandro Nivola) and the Cartier Tank LC (worn by JFK Jr., played by Paul Anthony Kelly) have both enjoyed stronger sales, along with the Cartier Tank Must worn by Jackie Kennedy (Naomi Watts), Bezel reports.
Around the February release of the series, Bezel observed a clear uptick in engagement, including an 11% rise in Datejust sales on the platform. Yet more telling is the Datejust’s sustained share of both sales and collector interest, underscoring its enduring strength in the market. Cultural moments like this tend to act more as confirmations of a piece’s lasting appeal than mere catalysts, notes Quaid Walker, Bezel’s cofounder and CEO.
The Datejust was introduced in 1945 to commemorate Rolex’s 40th anniversary. It was the first self-winding wristwatch with a date window that automatically advanced at midnight, a small innovation with a big impact on how people think about date complications. Over the decades, Rolex has produced countless variations, and the Datejust offers more dial, bezel, and bracelet choices than any other model. In the show, Klein’s on-screen Datejust (Ref. 16014) features a 36 mm stainless-steel case, a white dial, a fluted bezel, and the Jubilee bracelet—a combination the designer reportedly wore in real life.
Historically, the Datejust has been Rolex’s best-selling model and remains the Crown’s most recognizable watch. It dominates Bezel’s top-selling list as well, a position it has maintained despite fashion twists and market fluctuations. Walker adds that when a classic piece like the Datejust is reintroduced through a contemporary lens, it doesn’t just generate new demand—it crystallizes long-standing appreciation for the model’s timeless design and cross-generational appeal.
The Cartier Tank mirrors this pattern. A staple since the 1920s, the Tank’s enduring elegance and refined design have earned it a permanent place in horology lore. In Love Story, JFK Jr.’s Tank LC appears in rose gold (Ref. WSTA0060), while Kennedy’s Tank Must is shown in steel (Ref. WSTA0060). Jackie Kennedy’s real-life favorite was an 18-karat gold Tank, auctioned for $379,500 at Christie’s in 2017. Bessette reportedly wore an 18-karat yellow-gold Tank Française during the 1996 launch event for the series. There’s no clear record of JFK Jr. wearing a Tank in real life, though.
Walker emphasizes that even as smaller, vintage-inspired watches have drawn editorial and social attention lately, the Tank has held a distinct and resilient position due to its heritage and historical significance. When Love Story spotlights a model with such a storied past, it broadens the conversation and reminds both new and seasoned collectors why these foundational designs continue to anchor the market.
In short, Love Story appears to be reinforcing existing affection for the Datejust and Tank models rather than creating new trends from scratch.
FX’s Love Story is currently streaming on Disney+.
