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Rolex Datejust 31
Ref. 278274
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Stepping up in Rolex's range
The Datejust has been in continuous production since 1945, longer than almost any other automatic watch on the market, and the 31mm has settled into a particular role within that lineage: feminine in proportion but unambiguously a Rolex, worn as seriously as the larger references. This configuration pairs an Oystersteel case with a fluted bezel machined from solid 18ct white gold — a combination Rolex calls White Rolesor — and the blue dial reads differently across the day, absorbing colour in flat light and brightening considerably in sun. The Calibre 2236 inside is worth dwelling on. Its silicon Syloxi hairspring makes it effectively immune to the magnetic fields that quietly degrade most mechanical movements over time, and Rolex's own Superlative Chronometer rating holds it to within two seconds a day after the watch is cased — tighter than the COSC standard applied at the movement stage. With 55 hours of reserve there is no anxiety about leaving it unworn over a weekend. At 94.5 grams on a steel bracelet the watch has presence without weight that works against it at this size. The Crownclasp that closes the Jubilee bracelet is concealed within the links and adjusts without tools, which matters more on a bracelet worn against the skin daily than any single specification suggests.
- Reference
- 278274
- Brand
- Rolex
- Collection
- Datejust
- Case size
- 31mm
- Case thickness
- 12mm
- Lug width
- 16mm
- Case material
- Stainless steel
- Case shape
- Round
- Dial
- Blue
- Crystal
- Sapphire
- Movement
- Automatic
- Calibre
- 2236
- Functions
- Date
- Water resistance
- 100m
- Bracelet / strap
- Stainless steel bracelet
- Strap colour
- Silver
- Clasp
- Folding clasp
- Lume
- Luminous
- Condition
- Pre-owned
- Retailer
- Goldsmiths
Additional specifications
- Power reserve
- 55 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 7 collections
This watch appears in the Rolex Datejust range (17), Stainless Steel Watches (3,001), Automatic Watches (1,693), Watches Under 37mm (1,579), Women's Watches (1,503), Blue Dial Watches (822) and Pre-Owned, Ex-Display & Vintage Watches (344).
2-year Goldsmiths warranty
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
Price history
This watch is currently at its lowest recorded price. It reached £12,950 on 21 September. Prices are checked every day, and we record any changes.
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 |  278274 | 682.SX.1170.RX.1204 | 102711 |
|---|---|---|---|
| Price | £10,450 | £10,575 | £10,200 |
| Case size | 31mm | 32mm | 33mm |
| Water resistance | 100m | 100m | 30m |
| Movement | Automatic | Automatic | Automatic |
| Strap | Stainless steel bracelet | Rubber strap | Leather strap |
| Power reserve | 55 hours | 40 hours | 60 hours |
| This watch | Closely matched |
|
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.
Water resistance explainedWill the glass scratch?
Unlikely. Sapphire is second only to diamond in hardness and shrugs off everyday marking.
Sapphire, mineral and acrylic comparedDoes it need a battery?
No. It is automatic — the motion of your wrist winds it, and there is no cell to replace.
Quartz, automatic and solar comparedHow long does it run for when it's not worn?
About 55 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 £10,450 is the cheapest of 12 UK retailers, against £15,050 at the dearest — a difference of £4,600.
Has the price changed recently?
It's currently at its lowest recorded price since we began tracking it. It's ranged between £10,450 and £12,950, today it's £10,450.
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