Searches for one of the world’s most iconic watches are “skyrocketing” after a new JFK Jr and Carolyn Bessette drama reignited obsession with 90s “quiet luxury”, a major UK retailer has revealed.
The Disney+ series Love Story: John F. Kennedy Jr. & Carolyn Bessette has sent fashion fans racing to copy the couple’s understated style – and it’s their watches that are now stealing the spotlight.
Retailers say interest in the Cartier Tank has surged since the show dropped, alongside renewed curiosity around the simple, classic watch styles linked to JFK Jr himself.
Danny Toffel, CEO of Watches2U, said demand jumped almost overnight.
“We’ve seen a huge spike in searches for Tank-style watches since the series aired,” he said. “It’s clear the show has reignited fascination with clean, understated 90s style.”
Cartier Tank getting screen time
In the series, Naomi Watts as Jackie O is shown wearing the Cartier Tank in multiple scenes, with the watch getting significant close-up screen time that fashion watchers haven’t missed.
Style writers say those shots aren’t accidental – the Tank has always been more than a watch to the Kennedys, it’s a symbol of quietly powerful elegance.
Real-life images of Carolyn Bessette Kennedy also show her often papped wearing a Tank with her minimalist outfits, pairing it with everything from plain tees to sleek suiting – reinforcing its place in fashion history.
JFK Jr, meanwhile, was known for favouring unfussy, classic watches that mirrored his relaxed but polished personal style.
“That combination of timeless design on both wrists is exactly what people are searching for now,” Mr Toffel said.
Why this matters now
Fashion insiders say we’re in the middle of a quiet luxury moment – where subtle, elegant pieces matter more than loud logos.
“What people are responding to isn’t bling,” Mr Toffel said. “It’s restraint. These watches look elegant and expensive without shouting.”
But with original Cartier Tank models now costing thousands of pounds, shoppers are increasingly hunting for more affordable ways to recreate the aesthetic.
One alternative gaining traction is the Daniel Wellington Bound Rose Gold 22mm, priced at around £115 on Watches2U, which has been compared by shoppers to classic Tank design.
“We’re seeing customers describe it as a great affordable option,” Mr Toffel said. “People tell us friends ask if it’s a Cartier.”
He added: “This trend taps into nostalgia, simplicity and timeless style – and a great watch never dates.”
