“Love Story” Series Boosts Demand for Classic Rolex and Cartier Watches

The recent FX series, “Love Story,” detailing the romance between John F. Kennedy Jr. and Carolyn Bessette, has unexpectedly revitalized interest in classic luxury timepieces. The show’s meticulous portrayal of 1990s fashion, particularly the watches worn by the characters, has led to a noticeable spike in demand for these models on the secondary market. Bezel, an online marketplace for luxury watches, has observed a significant increase in sales and collector engagement for watches featured in the series, including the Rolex Datejust, the Cartier Tank LC, and the Cartier Tank Must.

Specifically, the Rolex Datejust, sported by the character depicting Calvin Klein, experienced an 11% surge in sales on Bezel’s platform after the series premiered. Quaid Walker, cofounder and CEO of Bezel, emphasized that this cultural moment served to confirm the Datejust’s perennial relevance rather than merely acting as a fleeting trend-setter. The Datejust, first introduced in 1945, holds historical significance as the first self-winding wristwatch with an automatic date change and remains Rolex’s most popular model due to its vast array of customizable options and enduring design.

Similarly, the Cartier Tank, a timepiece cherished by horology enthusiasts since the 1920s for its elegant and refined aesthetic, has also seen a boost in popularity. The show features a rose-gold Tank LC on JFK Jr.’s character and a steel Tank Must on Jackie Kennedy’s character, further solidifying the model’s iconic status. Walker noted that such cultural spotlights amplify the broader conversation around these heritage pieces, reminding both new and established collectors of their foundational importance in the watch market.

The “Love Story” series has evidently reinforced the deep appreciation collectors already hold for the Rolex Datejust and Cartier Tank, showcasing how media can highlight and celebrate the timelessness of exquisite craftsmanship and design.