Demand for Rolex and Cartier Watches Is Skyrocketing Thanks to the New JFK Jr. Series

FX’s Love Story traces the whirlwind courtship and marriage of John F. Kennedy Jr. and Carolyn Bessette, but the series has sparked another, rather surprising love among audiences. The chic ‘90s fashion artfully woven into the series has captured the zeitgeist, bringing renewed interest to the clothing and accessories of the stylish couple and the era at large. 

The luxuryLuxuryA lifestyle defined by exceptional quality, craftsmanship, exclusivity, and sophistication, encompassing the finest products, services, and experiences that represent the highest standards of refinement and excellence.Go to Luxury Glossary watches, in particular, have garnered the attention of collectors—so much so that they are soaring in demand on the secondary market, according to online marketplace Bezel. The Rolex Datejust seen on the wrist of Calvin Klein (played by Alessandro Nivola) and the Cartier Tank LC worn by JFK Jr. (Paul Anthony Kelly) have both seen an uptick in sales, as has the Cartier Tank Must donned by Jackie Kennedy (Naomi Watts), Bezel says.   

“Around the series’ February release, we saw a measurable lift in engagement, including an 11 percent increase in Datejust sales on the platform,” Bezel cofounder and CEO Quaid Walker tells Robb Report. “More notably, however, the Datejust’s sustained share of both sales and collector interest underscores its structural strength in the market. Cultural moments like this serve less as catalysts and more as confirmation of the piece’s enduring relevance.”

Launched in 1945 to commemorate Rolex’s 40th anniversary, the Datejust was the first self-winding wristwatch with a date window that automatically changed over at midnight. That seemingly simple innovation marked a major leap forward in date complications. Over the years, the Swiss watchmaker has released countless variations. The Datejust offers more dial, bezel, and bracelet options than any other Rolex model, in fact. Klein’s on-screen example (Ref. 16014) features a 36 mm stainless-steel case, a white dial, a fluted bezel, and the classic Jubilee bracelet. (The designer reportedly wore this watch in real life.)

The Datejust has been the best-selling Rolex model for much of its history and therefore ranks as the Crown’s most recognized watch. It is also the top-selling timepiece on Bezel—a position it has maintained despite fleeting trends and shifting markets. “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,” Walker adds. 

The same goes for the Cartier Tank. The 1920s timepiece has long been a favorite among horophiles, with a timeless elegance and refined design giving it appeal across multiple generations. JFK Jr.’s Tank LC in the show is a rose-gold example (Ref. WSTA0060), while Kennedy’s Tank Must is a steel iteration (Ref. WSTA0060). Jackie Kennedy famously wore an 18-karat gold Tank in real life, which sold for $379,500 at Christie’s in 2017. Bessette, on the other hand, wore an 18-karat yellow-gold Tank Française after she and JFK Jr. attended the launch in 1996. There appears to be no evidence of JFK Jr. wearing a Tank, though.

“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,” Walker explains. ”When a series like Love Story spotlights a piece with that kind of heritage, it amplifies the broader conversation, reminding both new and seasoned collectors why these foundational models continue to anchor the market.” 

It seems Love Story is simply strengthening the love collectors already had for the Datejust and Tank.

The series is now streaming on Disney+​​.