Demand for Rolex and Cartier Watches Surges Thanks to ‘Love Story,’ Bezel Says
FX’s Love Story follows the whirlwind romance and marriage of John F. Kennedy Jr. and Carolyn Bessette, but the show has sparked another growing obsession among viewers. The stylish ’90s fashion depicted in the series has captured cultural attention, renewing interest in the outfits and accessories of the era’s iconic couple and the broader period.
In particular, luxury timepieces have drawn heavy interest from collectors, with demand climbing on the secondary market per Bezel, an online marketplace. The Rolex Datejust, seen on Calvin Klein’s wrist in the show (portrayed by Alessandro Nivola), and the Cartier Tank LC worn by JFK Jr. (Paul Anthony Kelly) have both enjoyed rising sales, as has the Cartier Tank Must worn by Jackie Kennedy (Naomi Watts), Bezel reports.
“Around the February drop of the series, we observed a tangible lift in engagement, including an 11 percent uptick in Datejust sales on our platform,” Bezel cofounder and CEO Quaid Walker told Robb Report. “More importantly, the Datejust’s continued share of both transactions and collector interest underscores its enduring market strength. Cultural moments like this act more as validation than mere catalysts, confirming the model’s lasting relevance.”
The Datejust debuted in 1945 to commemorate Rolex’s 40th anniversary and introduced the first self-winding wristwatch with a date window that automatically advanced at midnight. This simple feature represented a major step forward in date complications. Since then, Rolex has produced countless variations. The Datejust remains the most dial, bezel, and bracelet–variety-rich model in the brand’s lineup. Klein’s on-screen example (Reference 16014) features a 36 mm stainless-steel case, a white dial, a fluted bezel, and the Jubilee bracelet. (The designer reportedly wore this watch in real life.)
Historically, the Datejust has been Rolex’s best-selling model, earning its status as the Crown’s most recognizable timepiece. It also tops Bezel’s sales charts, a position it has held despite shifting trends and market fluctuations. “When a watch like the Datejust is reintroduced through a cultural lens like Love Story, it doesn’t so much spur new demand as crystallize existing interest, reinforcing why collectors have long valued the piece’s timeless design and multi-generational appeal,” Walker notes.
The same principle applies to Cartier’s Tank. Begun in the 1920s, the Tank has long appealed to horology enthusiasts for its enduring elegance and versatile design, crossing generations. In the show, JFK Jr.’s Tank LC is a rose-gold variant (Reference WSTA0060), while Kennedy’s Tank Must appears in steel (Reference WSTA0060). Jackie Kennedy famously wore an 18-karat gold Tank in real life, which sold for $379,500 at Christie’s in 2017. Bessette reportedly wore an 18-karat yellow-gold Tank Française when she and JFK Jr. attended the 1996 launch. There’s no clear record of JFK Jr. wearing a Tank on-screen in the series.
“While newer, vintage-inspired watches have gained editorial and social momentum lately, the Tank has consistently held a strong, distinctive position thanks to its design heritage and historical significance,” Walker explains. “When a show like Love Story spotlights a piece with that legacy, it intensifies the broader conversation, reminding both new and seasoned collectors why these foundational models continue to anchor the market.”
In short, Love Story appears to be deepening the existing affection collectors already had for the Datejust and Tank.
FX’s Love Story is currently streaming on Disney+.
