The Rolex Datejust watch, featured in a popular television series, is experiencing a surge in demand and sales, especially on the secondary market. The series' depiction of 1990s fashion, including the watch worn by a character, has rekindled interest in the timepiece and the era's style.
The Famous Triceratops Skeleton ‘Trey’ Could Fetch up to $5.5 Million at Auctiontraces 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 luxury 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“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. “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.”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 features a 36 mm stainless-steel case, a white dial, a fluted bezel, and the classic Jubilee bracelet. 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, 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 , while Kennedy’s Tank Must is a steel iteration . 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 likespotlights 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.” Rachel Cormack is a digital editor at Robb Report. She cut her teeth writing for HuffPost, Concrete Playground, and several other online publications in Australia, before moving to New York at the…Rolex Sold a Record-Breaking $14 Billion Worth of Watches Last Year: ReportKick off 2026 by uncorking a bottle of Napa Valley's finest. Join 672 to receive the year's first shipment ofVariety
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