Bold opener: The love for luxury watches isn’t fading—it’s expanding, and a beloved TV moment is fueling that trend. But here’s where it gets controversial: are we really witnessing timeless design endure, or simply a blockbusters-era nostalgia boost driving up prices?
A recent FX series, Love Story, chronicles the rapid romance and wedding of John F. Kennedy Jr. and Carolyn Bessette. While the show’s fashion and era-evoking visuals have captivated viewers, another kind of romance has taken hold: collectors’ fascination with iconic watches from the period. On the secondary market, Bezel reports a noticeable surge in demand for certain models seen on screen. The Rolex Datejust worn by Calvin Klein’s character and the Cartier Tank LC sported by JFK Jr. have both surged in sales, with the Cartier Tank Must, worn by Jackie Kennedy, following suit.
Quaid Walker, Bezel’s cofounder and CEO, highlights the pattern: around the February release of Love Story, engagement rose, including an 11 percent bump in Datejust sales on Bezel’s platform. More telling is the Datejust’s sustained share of both sales and collector interest, suggesting the model’s market strength isn’t just a fleeting spike. In Walker’s words, cultural moments can confirm a piece’s enduring relevance rather than merely triggering a temporary spike.
The Datejust, introduced in 1945 for Rolex’s 40th anniversary, was the first self-winding wristwatch with a date window that automatically advanced at midnight. This simple yet transformative feature marked a major leap in watchmaking. Since then, Rolex has produced numerous variants, and the Datejust remains the brand’s most versatile model—with the widest array of dials, bezels, and bracelets. The on-screen variant worn by Klein (Ref. 16014) features a 36 mm stainless-steel case, a white dial, a fluted bezel, and the Jubilee bracelet. (Reportedly, the designer wore this watch in real life as well.)
Historically, the Datejust has been Rolex’s best-seller and thus its most recognizable timepiece. It also holds the top spot on Bezel’s sales charts, a status it has kept even as trends shift. Walker notes that when a beloved model is reintroduced through a contemporary narrative like Love Story, it doesn’t just create new demand; it crystallizes a preexisting, multi-generational appreciation for the design and its versatility.
The Cartier Tank, with its roots in the 1920s, shares a similar enduring appeal. Its understated elegance transcends generations, making it a staple for watch connoisseurs. In the show, JFK Jr. wears a rose-gold Tank LC (Ref. WSTA0060), while Kennedy’s Tank Must is depicted in steel. Jackie Kennedy famously wore an 18-karat gold Tank in real life, which sold for $379,500 at Christie’s in 2017. Bessette’s screen counterpart appears in an 18-karat yellow-gold Tank Française, tied to a 1996 launch event. There’s no clear evidence of JFK Jr. wearing a Tank on screen.
Walker emphasizes that while vintage-inspired models have gained editorial and social traction lately, the Tank maintains a distinct, resilient position due to its design lineage and historical significance. When a series like Love Story highlights a piece with such heritage, it amplifies a broader conversation about why these foundational models continue to anchor the market for both new and seasoned collectors.
Bottom line: Love Story appears to fortify the existing affection collectors already hold for the Datejust and the Tank, rather than creating entirely new demand from scratch.
FX’s Love Story is currently streaming on Disney+.
