Here’s a surprising twist: a TV show about love is making us fall head over heels for something entirely unexpected—luxury watches. FX’s Love Story, which chronicles the romance between John F. Kennedy Jr. and Carolyn Bessette, has inadvertently become a fashion phenomenon, reigniting passion for the iconic timepieces of the 1990s. But here’s where it gets fascinating: the series isn’t just a trip down memory lane; it’s driving a surge in demand for Rolex and Cartier watches, particularly on the secondary market, according to online platform Bezel. And this is the part most people miss: it’s not just about nostalgia—it’s about timeless design and cultural resonance.
The watches in question? The Rolex Datejust, as seen on Calvin Klein (played by Alessandro Nivola), and the Cartier Tank LC, worn by JFK Jr. (Paul Anthony Kelly), have both seen a notable spike in sales. Even Jackie Kennedy’s (Naomi Watts) Cartier Tank Must has experienced a revival. Bezel’s cofounder and CEO, Quaid Walker, told Robb Report that the platform saw an 11 percent increase in Datejust sales following the series’ February release. But what’s truly striking is how this cultural moment isn’t creating demand from scratch—it’s cementing what collectors have long admired about these watches’ enduring appeal.
Bold claim alert: The Rolex Datejust, launched in 1945 to celebrate Rolex’s 40th anniversary, was a game-changer. As the first self-winding wristwatch with a date window that automatically flipped at midnight, it revolutionized timekeeping. With countless variations over the years, the Datejust offers more customization options than any other Rolex model. Klein’s on-screen version (Ref. 16014) features a 36 mm stainless-steel case, a white dial, a fluted bezel, and the iconic Jubilee bracelet—a design reportedly favored by the real-life designer. This watch has been Rolex’s best-seller for decades, and its appearance in Love Story only reinforces its status as a timeless classic.
Now, let’s talk Cartier Tank. This 1920s masterpiece has long been a darling of watch enthusiasts, thanks to its elegant, refined design that transcends generations. JFK Jr.’s rose-gold Tank LC (Ref. WSTA0060) and Jackie Kennedy’s steel Tank Must (Ref. WSTA0060) are standout examples, though it’s worth noting that there’s no evidence JFK Jr. actually wore a Tank in real life. Jackie Kennedy, however, famously owned an 18-karat gold Tank that sold for $379,500 at Christie’s in 2017. Carolyn Bessette, meanwhile, sported an 18-karat yellow-gold Tank Française after attending its 1996 launch with JFK Jr.
But here’s the controversial part: while smaller, vintage-inspired watches have dominated recent trends, the Cartier Tank has held its ground, thanks to its design legacy and historical significance. Does this mean the Tank is immune to fleeting fashion fads? Or is its appeal simply too rooted in history to be overshadowed? Walker argues that when a series like Love Story highlights such iconic pieces, it doesn’t just spark interest—it deepens the conversation, reminding collectors why these watches remain market staples.
So, is Love Story merely amplifying existing love for the Datejust and Tank, or is it creating a new wave of enthusiasts? That’s the million-dollar question. What do you think? Are these watches timeless classics or overhyped relics? Let’s debate in the comments!
Love Story is now streaming on Disney+.
