Rolex Datejust 31 · Reference 278274
Rolex Datejust 31 278274
Known as Datejust 31 White Rolesor
The 278274 is the current 31mm Datejust in White Rolesor, meaning an Oystersteel case and bracelet paired with an 18k white gold fluted bezel. Rolex introduced it in 2018 as the direct successor to the 178274, and the biggest change under the hood was the move to the caliber 2236 with the Syloxi silicon hairspring. It sits between the 28mm Lady-Datejust and the 36mm and 41mm men's Datejust, and on 47th Street it is one of the two or three Datejust sizes we handle most, because 31mm reads as a true unisex case in 2026 rather than strictly a woman's watch. You get the full Datejust vocabulary here: the white gold fluted bezel that catches light the way steel never will, the Cyclops over the date, and a factory dial menu that runs from quiet silver and slate all the way to diamond-set mother-of-pearl and floral configurations. It is the watch a lot of buyers actually want when they say Datejust: precious-metal bezel, steel weight and durability, and a size that works on almost any wrist.
Produced: 2018 to present
In stock at Ultimate Diamond
3 pieces on the counter right now.
Specifications
- Reference
- 278274
- Collection
- Datejust 31
- Case Size
- 31mm
- Case Material
- White Rolesor: Oystersteel case with 18k white gold fluted bezel
- Bezel
- 18k white gold, fluted
- Movement
- Automatic, Rolex in-house
- Caliber
- Caliber 2236
- Power Reserve
- Approximately 55 hours
- Frequency
- 28,800 vibrations per hour (4 Hz)
- Hairspring
- Syloxi silicon hairspring
- Chronometer
- Superlative Chronometer, officially certified (COSC plus Rolex in-house testing), minus 2 to plus 2 seconds per day
- Crystal
- Sapphire with Cyclops lens over the date
- Crown
- Screw-down Twinlock
- Water Resistance
- 100 meters (330 feet)
- Bracelet Options
- Oyster or Jubilee, both in Oystersteel with Oysterclasp
- Dial Options
- Wide factory range including silver, slate, dark grey, blue, mint green, aubergine, pink, mother-of-pearl, Roman and diamond-set variants
- Functions
- Hours, minutes, seconds, instantaneous date
Market & Value
US retail on a standard 278274 sits around $9,350 as of early 2026, after Rolex raised list prices roughly 7% in January 2026. Diamond-set dials, mother-of-pearl, and rarer factory colors push list higher from there. On the secondary market a plain-dial 278274 with box and papers typically trades in the low-to-mid teens, roughly $10,000 to $14,000, and diamond dial or diamond bezel configurations run higher, commonly $14,000 to $23,000 depending on how many stones are factory and how desirable the dial color is. The 2018-and-later 2236 movement matters to the resale story: buyers pay up for the silicon hairspring generation over the older 178274, so a clean 278274 holds value better than the reference it replaced. Condition, factory-versus-aftermarket diamonds, and complete box and papers move the number more on this reference than almost anything else, because so many 31mm Datejusts get aftermarket stones added, and aftermarket work costs money at resale rather than adding it.
What to Know Before You Buy
First, verify the diamonds. The single most important check on a 278274 is whether any diamonds on the dial or bezel are factory Rolex or added later by a jeweler. Factory diamond dials carry a specific dial code and the stones are set to Rolex spec; aftermarket stones, even good ones, cut value and can void the watch's standing as all-original. Second, confirm the movement generation. A genuine 278274 runs the caliber 2236 with the Syloxi hairspring; if a seller is quoting a 178274 as a 278274, the reference and the movement are both wrong. Third, White Rolesor means the bezel is real 18k white gold, not steel, so a bright white bezel on a steel case is correct here and not a red flag. Fourth, both Oyster and Jubilee bracelets are factory-correct, so bracelet style is a preference question, not an authenticity question. Fifth, this is a 100 meter watch with a screw-down Twinlock crown; it is splash and swim safe when the crown is fully screwed down, but it is not a dive watch.
Rolex Datejust 31 Encyclopedia
Read the full guide →Buying or selling a 278274?
We buy and sell the 278274 every week at our counter at 19 W 47th Street. Because so many 31mm Datejusts come to us with aftermarket diamonds, we open every one, check the dial code, and price factory-original examples and modified examples honestly and separately, so you are not overpaying for stones a jeweler added or underselling a genuine factory diamond dial. If you own a 278274 and want a real cash offer, bring it in with whatever box and papers you have and we will make an offer on the spot. If you are buying, we can source the exact dial and bracelet configuration you want. Call us or request an offer to get started.