Here’s a surprising twist: a TV show about love has inadvertently sparked a frenzy for luxury watches. FX’s Love Story, which chronicles the romance between John F. Kennedy Jr. and Carolyn Bessette, has unintentionally become a fashion phenomenon, reigniting interest in the iconic timepieces of the 1990s. But here’s where it gets fascinating: the series has sent demand for Rolex and Cartier watches soaring, particularly those featured on-screen. According to Bezel, an online marketplace for luxury watches, models like the Rolex Datejust and Cartier Tank LC have seen a significant uptick in sales, proving that fashion trends can be as timeless as the watches themselves.
The Rolex Datejust, famously worn by Calvin Klein (played by Alessandro Nivola) in the series, has experienced an 11 percent increase in sales since the show’s February release. Bezel’s cofounder and CEO, Quaid Walker, notes that this isn’t just a fleeting trend—it’s a reaffirmation of the watch’s enduring appeal. But here’s the controversial part: does a TV show truly create demand, or does it simply remind us of what we already love? The Datejust, launched in 1945 to celebrate Rolex’s 40th anniversary, was the first self-winding wristwatch with an automatically changing date window—a groundbreaking innovation that still resonates today. With its countless variations, including the 36 mm stainless-steel case and fluted bezel seen on Klein, it remains Rolex’s most recognized and best-selling model.
Similarly, the Cartier Tank, a 1920s design worn by JFK Jr. (Paul Anthony Kelly) and Jackie Kennedy (Naomi Watts) in the series, has seen renewed interest. While smaller, vintage-inspired watches have dominated recent trends, the Tank’s timeless elegance and historical significance have kept it a favorite among collectors. But is this resurgence merely nostalgia, or does it reflect a deeper appreciation for classic design? Jackie Kennedy’s real-life 18-karat gold Tank sold for $379,500 at Christie’s in 2017, underscoring its enduring value. Yet, interestingly, there’s no evidence JFK Jr. actually wore a Tank in real life—a detail that might spark debate among watch enthusiasts.
And this is the part most people miss: Love Story isn’t just influencing sales; it’s amplifying a broader conversation about why these watches remain market anchors. As Walker explains, cultural moments like this don’t create demand—they crystallize it, reminding collectors of the timeless design and multigenerational appeal of these pieces. So, here’s the question: Are these watches truly timeless, or are they simply benefiting from a well-timed cultural spotlight? Let us know your thoughts in the comments—we’d love to hear whether you think this trend is here to stay or just another fleeting fashion moment.
Love Story is now streaming on Disney+, and whether you’re a watch aficionado or just a fan of ’90s fashion, it’s a series that proves style—like love—never really goes out of fashion.
