The FX series 'Love Story', which depicts the relationship of John F. Kennedy Jr. and Carolyn Bessette, has boosted interest in '90s fashion, particularly luxury watches. According to online marketplace Bezel, sales of the Rolex Datejust and Cartier Tank models featured in the show have increased on the secondary market. This renewed attention highlights the enduring appeal of these timepieces.
The series 'Love Story' explores the courtship and marriage of John F. Kennedy Jr. and Carolyn Bessette, incorporating stylish '90s fashion that has captured viewer interest. Among the accessories spotlighted are luxury watches, leading to heightened demand on the secondary market, as reported by Bezel.
In the show, the Rolex Datejust appears on the wrist of Calvin Klein, portrayed by Alessandro Nivola. The Cartier Tank LC is worn by JFK Jr., played by Paul Anthony Kelly, while the Cartier Tank Must is featured on Jackie Kennedy, enacted by Naomi Watts. Following the series' February release, Bezel observed an 11 percent increase in Datejust sales. Quaid Walker, Bezel's cofounder and CEO, stated, “Around the series’ February release, we saw a measurable lift in engagement, including an 11 percent increase in Datejust sales on the platform.” He added that such cultural moments confirm the model's enduring relevance.
Launched in 1945 for Rolex's 40th anniversary, the Datejust introduced the first self-winding wristwatch with an automatic date change at midnight. The version in the series (Ref. 16014) has a 36 mm stainless-steel case, white dial, fluted bezel, and Jubilee bracelet—similar to one reportedly worn by the real Calvin Klein. It remains Rolex's best-selling and most recognized model, topping sales on Bezel despite market shifts. Walker noted, “When a watch like the Datejust is reintroduced through a cultural lens like Love Story, it doesn’t so much create demand as it crystallizes it, reinforcing what collectors have long appreciated about the model’s timeless design and multigenerational appeal.”
The Cartier Tank, originating in the 1920s, boasts timeless elegance. The on-screen Tank LC for JFK Jr. is a rose-gold model (Ref. WSTA0060), and Jackie Kennedy's is a steel Tank Must (Ref. WSTA0060). In reality, Jackie Kennedy owned an 18-karat gold Tank that fetched $379,500 at Christie's in 2017. Carolyn Bessette wore an 18-karat yellow-gold Tank Française after attending its 1996 launch with JFK Jr., though no evidence shows JFK Jr. wearing a Tank. Walker explained, “While smaller, vintage-inspired watches have generated considerable editorial and social attention in recent years, the Tank has consistently occupied a distinct and resilient position thanks to its design legacy and historical significance.” The series, streaming on Disney+, thus amplifies appreciation for these watches' heritage.