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Rolex Datejust 31
Ref. 178274
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Stepping up in Rolex's range
The Datejust name goes back to 1945, when Rolex introduced the first self-changing date display on a wristwatch — a detail so ahead of its time that the function shaped an entire category. The 31mm case that followed was the answer to a simpler question: how do you give that same architecture to someone who finds the full-size Datejust too large to wear comfortably? This reference sits in an older generation of that format, since replaced by the 278274 carrying the updated 2236 calibre, which gives it a particular standing — a proven movement in a discontinued configuration. The 2235 inside is a COSC-certified chronometer, built to tolerances Rolex applies to movements where consistency over years matters more than specification-sheet drama. At 31mm the watch sits neatly between dress and everyday scale: present enough to read clearly, settled enough that a cuffed sleeve does not displace it. The Cyclops lens over the date does exactly what it was designed to do — renders a small numeral legible at a glance without requiring a squint.
- Reference
- 178274
- Brand
- Rolex
- Collection
- Datejust
- Case size
- 31mm
- Lug width
- 16mm
- Case material
- Stainless steel
- Case shape
- Round
- Dial
- Grey
- Crystal
- Sapphire
- Movement
- Automatic
- Calibre
- 2235
- Functions
- Date
- Water resistance
- 100m
- Bracelet / strap
- Stainless steel bracelet
- Strap colour
- Silver
- Clasp
- Folding clasp
- Lume
- Luminous
- Retailer
- Goldsmiths
Additional specifications
- Power reserve
- 48 hours
- Gem set
- Yes
Learn more about Rolex
Hans Wilsdorf founded Wilsdorf & Davis in London in 1905 with his brother-in-law Alfred Davis, importing Swiss movements and casing them in England. He registered the name Rolex in 1908 — short, pronounceable in any language, and easy to fit on a dial.
Wilsdorf's conviction was that the wristwatch, then regarded as a woman's ornament and hopelessly fragile, could be made accurate and durable. He proved the first half in 1910 by obtaining the first chronometer certification for a wristwatch, and the second in 1926 with the Oyster case, sealed by a screw-down crown and caseback. Mercedes Gleitze swam the Channel wearing one in 1927, and Wilsdorf bought the front page of the Daily Mail to say so — arguably the first modern watch marketing campaign.
The Perpetual rotor followed in 1931, giving automatic winding in a form the whole industry eventually copied. The company relocated to Geneva during the First World War to escape British wartime duties.
The professional models arrived in a compressed burst in the 1950s: Submariner, Explorer, GMT-Master, Milgauss, and later the Daytona. Each was built for a specific job — diving, exploration, aviation, laboratory work, racing — and each became a design template.
Wilsdorf left his shares to a private foundation on his death, so Rolex answers to no shareholders. It remains the largest producer of certified chronometers in Switzerland by a wide margin.
- 1905
- Hans Wilsdorf founds Wilsdorf & Davis in London.
- 1908
- The Rolex name is registered.
- 1926
- The Oyster case introduces genuine water resistance.
- 1931
- The Perpetual rotor brings modern automatic winding.
- 1953
- The Submariner and Explorer launch.
- 1963
- The Cosmograph Daytona arrives.
Also in 6 collections
This watch appears in the Rolex Datejust range (8), Stainless Steel Watches (3,398), Watches Under 37mm (1,800), Automatic Watches (1,752), Women's Watches (1,696) and Grey Dial Watches (263).
Manufacturer’s guarantee
What the specifications mean
A mechanical watch for everyday wear.
Strengths
- 100m water resistance covers swimming and watersports
- 31mm wears small and slips under any cuff
- Sapphire crystal, which resists scratching
- Luminous hands and markers for low light
- Sits in the lower half of Rolex's range as we list it
Rolex Datejust 31 alternatives
Watches from other brands at a similar price, style and size, so you can see what else your budget can buy.
| Specification | 178274 | 1-35-14-02-02-04 | 278573-6027 |
|---|---|---|---|
| Price | £9,750 | £9,800 | £8,830 |
| Case size | 31mm | 32.5mm | 30mm |
| Water resistance | 100m | 30m | 30m |
| Movement | Automatic | Automatic | Automatic |
| Strap | Stainless steel bracelet | Leather strap | Leather strap |
| Power reserve | 48 hours | 60 hours | 42 hours |
| This watch |
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|
Your new watch
Frequently asked questions, and things you should know about this watch
Can I swim with it?
Yes. At 100m it is rated for swimming and snorkelling, though not for diving.
Will the glass scratch?
Unlikely. Sapphire is second only to diamond in hardness and shrugs off everyday marking.
Does it need a battery?
No. It is automatic — the motion of your wrist winds it, and there is no cell to replace.
How long does it run for when it's not worn?
About 48 hours fully wound — enough to survive a night off the wrist, but not a full weekend.
What size strap does it take?
16mm. Any strap of that width will fit, and on most modern watches quick-release bars make the swap a two-minute job with no tools.
Is it a men's or women's watch?
Listed as women's.
Cheapest place to buy
Goldsmiths at £9,750 is the cheapest of 7 UK retailers, against £11,450 at the dearest — a difference of £1,700.
Who are Goldsmiths?
Goldsmiths has been selling watches in Britain since 1778 and is part of the Watches of Switzerland Group, which is listed on the London Stock Exchange. They are an authorised dealer, so a watch comes with the manufacturer’s own warranty.
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