The phenomenon of FX's Love Story has sparked a fascinating trend, with its stylish portrayal of the '90s fashion scene igniting a new wave of interest in the iconic accessories of that era. Among these, the luxury watches worn by the show's characters have become a surprising focus for collectors.
The Power of Cultural Moments
Online marketplace Bezel has reported a surge in demand for certain Rolex and Cartier timepieces featured in the series. The Rolex Datejust, seen on Calvin Klein's wrist (played by Alessandro Nivola), and the Cartier Tank LC, worn by JFK Jr. (Paul Anthony Kelly), have both experienced a boost in sales. Even the Cartier Tank Must, sported by Jackie Kennedy (Naomi Watts), has joined this trend.
Bezel cofounder and CEO Quaid Walker shared with Robb Report that the series' release in February led to a notable increase in engagement, with an impressive 11% rise in Datejust sales on their platform. Walker highlights that the sustained interest in the Datejust underscores its enduring relevance and structural strength in the market.
The Legacy of Rolex's Datejust
The Datejust, launched in 1945 to commemorate Rolex's 40th anniversary, was a revolutionary self-winding wristwatch with an automatic date window, marking a significant advancement in date complications. Over the years, Rolex has offered countless variations, with the Datejust providing more dial, bezel, and bracelet options than any other model. Klein's on-screen Datejust (Ref. 16014) features a 36 mm stainless-steel case, a white dial, a fluted bezel, and the classic Jubilee bracelet.
The Datejust has been Rolex's best-selling model for much of its history, earning its reputation as the Crown's most recognized watch. Its timeless design and multigenerational appeal have solidified its position as the top-selling timepiece on Bezel, maintaining its relevance despite changing trends.
The Timeless Appeal of Cartier's Tank
Similarly, the Cartier Tank, a 1920s timepiece, has long been a favorite among watch enthusiasts. Its timeless elegance and refined design have ensured its popularity across generations. In the show, JFK Jr.'s Tank LC is a rose-gold model (Ref. WSTA0060), while Kennedy's Tank Must is a steel version (Ref. WSTA0060). In real life, Jackie Kennedy famously wore an 18-karat gold Tank, which fetched an impressive $379,500 at Christie's in 2017. Bessette, on the other hand, opted for an 18-karat yellow-gold Tank Française after attending its launch in 1996. Interestingly, there is no evidence of JFK Jr. wearing a Tank.
Walker explains that while smaller, vintage-inspired watches have gained attention recently, the Tank has maintained a unique and resilient position due to its design legacy and historical significance. When a series like Love Story highlights such an iconic piece, it amplifies the conversation, reminding collectors of all levels why these foundational models remain essential in the market.
The Strengthening of a Love Affair
It seems that Love Story is not just a tale of romance between its characters but also a story of rekindled love for these classic watches. The series has crystallized the existing demand for the Datejust and Tank, reinforcing their timeless design and appeal across generations.
FX's Love Story is now available for streaming on Disney+.
What do you think? Has this cultural moment influenced your watch preferences? Share your thoughts in the comments below!
