Juicy headline: Demand for Rolex and Cartier watches is surging thanks to a Love Story moment—proving a cultural spark can lift even timeless classics.
FX’s Love Story, which follows the whirlwind romance and wedding of John F. Kennedy Jr. and Carolyn Bessette, has ignited a surprising secondary romance among viewers: a renewed obsession with the couple’s iconic style. The show’s stylish ’90s wardrobe has captured the current mood, drawing attention to the accessories that defined the era and the couple’s personal taste.
In particular, luxury timepieces are getting a serious spotlight from collectors. Bezel reports rising activity on the secondary market for the Rolex Datejust, seen on Calvin Klein’s wrist (portrayed by Alessandro Nivola), and for Cartier’s Tank LC worn by JFK Jr. (portrayed by Paul Anthony Kelly), along with a noticeable uptick for the Cartier Tank Must sported by Jackie Kennedy (Naomi Watts).
Quaid Walker, cofounder and CEO of Bezel, shares with Robb Report that around the February premiere of Love Story there was a measurable engagement lift, including an 11 percent increase in Datejust sales on Bezel’s platform. More importantly, the Datejust’s continued dominance in both sales and collector interest signals a lasting strength in the market. He notes that cultural moments like this tend to confirm a piece’s enduring relevance rather than simply spark a temporary surge.
The Datejust’s origin story helps explain its staying power. Debuting in 1945 to celebrate Rolex’s 40th anniversary, the Datejust was the first self-winding watch with a date window that automatically advanced at midnight. That small technical leap marked a major milestone in watchmaking. Since then, Rolex has released countless variations, but the Datejust remains the model with the broadest range of dials, bezels, and bracelets. The on-screen Rolex in Love Story is a 36 mm stainless-steel Ref. 16014 with a white dial, fluted bezel, and the classic Jubilee bracelet. (Rumor has it the designer wore a similar piece in real life.)
Historically, the Datejust has been Rolex’s best-selling model and arguably the crown jewel of the brand’s lineup. It also ranks as Bezel’s top-selling timepiece, a status it has held through changing trends and markets. Walker explains that when a watch like the Datejust is reintroduced through a strong cultural lens, it doesn’t just create new demand; it crystallizes and reinforces the model’s timeless design and cross-generational appeal.
The Cartier Tank enjoys a parallel surge. Since its 1920s origins, the Tank has remained a favorite among watch enthusiasts for its elegant, enduring silhouette that resonates across generations. In Love Story, JFK Jr.’s Tank LC is a rose-gold version (Ref. WSTA0060) while Jackie Kennedy’s Tank Must appears in steel (Ref. WSTA0060). In real life, Jackie wore an 18-karat gold Tank, which fetched $379,500 at Christie’s in 2017, and Carolyn Bessette Kennedy wore an 18-karat yellow-gold Tank Française at the 1996 launch event. There’s no clear evidence JFK Jr. wore a Tank on screen or in real life.
Walker emphasizes that even as smaller, vintage-inspired watches gain editorial and social attention, the Tank maintains a distinctive and resilient position due to its design heritage and historical resonance. When a show like Love Story highlights a piece with such a storied past, it broadens the conversation and reminds both new collectors and seasoned enthusiasts why foundational models remain anchors of the market.
In short, Love Story isn’t creating new demand so much as intensifying and reaffirming the existing affection for the Datejust and the Tank.
FX’s Love Story is currently streaming on Disney+.
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