Here’s a surprising twist: a TV show about love is making us fall head over heels for something entirely unexpected—luxury watches. FX’s Love Story, which chronicles the whirlwind romance of John F. Kennedy Jr. and Carolyn Bessette, has inadvertently sparked a fashion frenzy, particularly for the iconic timepieces featured on screen. But here’s where it gets fascinating: it’s not just about nostalgia; it’s about the enduring appeal of timeless design. And this is the part most people miss—how a cultural moment can reignite passion for something already deeply cherished by collectors.
The series, now streaming on Disney+, has become a style time capsule of the chic ‘90s, with its fashion choices resonating far beyond the screen. According to Bezel, an online marketplace for luxury watches, the demand for specific models worn by characters in the show has skyrocketed. Take the Rolex Datejust, for instance, spotted on the wrist of Calvin Klein (played by Alessandro Nivola). Bezel reports an 11 percent surge in sales following the series’ February release. But what’s truly remarkable is how this isn’t just a fleeting trend—it’s a reaffirmation of the watch’s lasting relevance.
But here’s the controversial part: does a TV show really create demand, or does it simply remind us of what we already love? Bezel’s cofounder and CEO, Quaid Walker, argues the latter. He explains that cultural moments like Love Story don’t so much ignite interest as they crystallize it, reinforcing why collectors have long adored these pieces. The Datejust, launched in 1945 to celebrate Rolex’s 40th anniversary, was a groundbreaking innovation—the first self-winding wristwatch with a date window that automatically flipped at midnight. Its versatility, with countless variations in dials, bezels, and bracelets, has made it Rolex’s most recognized and best-selling model for decades.
Similarly, the Cartier Tank, a 1920s icon, has seen renewed interest thanks to its appearance on JFK Jr. (Paul Anthony Kelly) and Jackie Kennedy (Naomi Watts). While smaller, vintage-inspired watches have dominated recent trends, the Tank’s timeless elegance and historical significance have kept it in a league of its own. But here’s a thought-provoking question: is the Tank’s enduring popularity due to its design, or is it the celebrities and historical figures who wore it that keep it relevant? Walker suggests it’s the former, but what do you think?
Interestingly, while Jackie Kennedy famously wore an 18-karat gold Tank in real life (which sold for $379,500 at Christie’s in 2017), there’s no evidence JFK Jr. ever wore one. Yet, the show’s portrayal has still amplified its appeal. Carolyn Bessette, on the other hand, was known for her 18-karat yellow-gold Tank Française, further cementing the model’s cultural footprint.
So, is Love Story merely strengthening an existing love for these watches, or is it introducing them to a new generation of collectors? One thing’s for sure: the series has reignited a broader conversation about why these foundational models remain market anchors. But here’s the real question: in an era of fast fashion and fleeting trends, what does it take for a watch to become a timeless classic? Share your thoughts in the comments—we’d love to hear your take on whether it’s design, history, or cultural moments that truly define enduring appeal.
