Bold claim: The rise of Rolex and Cartier isn’t just about luxury—it's fueled by a pop culture moment that rekindles a timeless allure. FX’s Love Story, which follows John F. Kennedy Jr. and Carolyn Bessette’s whirlwind romance, has sparked a surprising secondary trend: a renewed obsession with the couple’s era, fashion, and, especially, their watches. The show’s chic 1990s style has tapped into the current zeitgeist, drawing collectors and enthusiasts back to the jewelry and timepieces that defined the era.
Bezel reports that demand for certain iconic watches has jumped on the secondary market. The Rolex Datejust, as worn by Calvin Klein in the series, and the Cartier Tank LC worn by JFK Jr., have both seen stronger sales. Additionally, Cartier Tank Must models, as worn by Jackie Kennedy in the show, are trending upward. Bezel cofounder and CEO Quaid Walker notes a clear engagement lift around the February release, including an 11 percent uptick in Datejust sales on the platform. More importantly, the Datejust’s continued prominence in both sales and collector interest highlights its lasting market strength. These cultural moments don’t merely spark a spike; they affirm the piece’s enduring appeal across generations.
The Datejust, introduced in 1945 to mark Rolex’s 40th anniversary, was the first self-winding wristwatch with a date window that automatically advanced at midnight. This simple innovation laid the groundwork for modern date complications. Since then, Rolex has produced countless variations, and the Datejust stands out as the brand’s most versatile model—more dial, bezel, and bracelet options than any other Rolex. The on-screen example (Ref. 16014) features a 36 mm stainless-steel case, white dial, fluted bezel, and the Jubilee bracelet, a configuration that designers reportedly wore in real life.
Historically, the Datejust has been Rolex’s best-selling model, earning it the crown jewel status and a constant presence on Bezel’s top-seller list. Walker explains that when a watch like the Datejust is showcased through a cultural lens—such as Love Story—it doesn’t just create new demand; it crystallizes existing appreciation and reinforces the model’s timeless design and cross-generational appeal.
The Cartier Tank has a parallel track record. Originating in the 1920s, the Tank’s enduring elegance has made it a perpetual favorite among watch enthusiasts. In the series, JFK Jr. wears a rose-gold Tank LC (Ref. WSTA0060), while Kennedy’s Tank Must is shown in steel. Jackie Kennedy’s real-life history with the Tank—an 18-karat gold version—sold at Christie’s in 2017 for $379,500. Bessette’s appearance with an 18-karat yellow-gold Tank Française at the 1996 launch reinforces the Tank’s long-standing appeal. While there’s no clear record of JFK Jr. wearing a Tank in reality, the show’s portrayal reinforces its iconic status.
Walker notes that although smaller, vintage-inspired watches have gained editorial and social traction lately, the Tank remains distinctly resilient because of its design heritage and historical significance. When Love Story highlights a piece with such lineage, it amplifies the broader conversation—reminding both new collectors and seasoned enthusiasts why these foundational models continue to anchor the luxury watch market.
In short, Love Story appears to be strengthening existing affection for the Datejust and Tank rather than sparking transient trends. The show’s cultural spotlight translates into tangible demand, highlighting how timeless designs endure even as fashion tides shift.
FX’s Love Story is currently streaming on Disney+.
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