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Rolex Datejust 31
Ref. 278285RBR
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Stepping up in Rolex's range
The Datejust 31 has existed in one form or another since Rolex introduced the date complication in the mid-twentieth century, and the current generation updated not just the movement but the case geometry — a refinement rather than a reinvention. This reference is distinguished by the gem-set bezel and a case hewn from solid Everose gold, Rolex's proprietary alloy formulated to resist the fading that afflicts lesser pink golds over time. The 2236 calibre inside carries a silicon Syloxi hairspring, which makes it indifferent to magnetic fields and temperature swings in a way that conventional hairsprings are not, and it is held to Rolex's Superlative Chronometer standard of -2/+2 seconds per day after casing — tighter than COSC. At 31mm it is not a small watch so much as a precisely considered one: substantial enough to read clearly, compact enough that the solid Everose President bracelet, with its characteristic semi-circular three-piece links, provides much of the presence on the wrist. That bracelet fastens with a concealed Crownclasp — a hinged crown logo rather than a visible lever — and sizing is managed by removing or adding individual screwed links rather than by micro-adjustment.
- Reference
- 278285RBR
- Brand
- Rolex
- Collection
- Datejust
- Case size
- 31mm
- Lug width
- 16mm
- Case material
- Rose gold
- Case shape
- Round
- Dial
- Silver
- Crystal
- Sapphire
- Movement
- Automatic
- Calibre
- 2236
- Functions
- Date
- Water resistance
- 100m
- Bracelet / strap
- Stainless steel bracelet
- Strap colour
- Rose gold
- Clasp
- Folding clasp
- Lume
- Luminous
- 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 6 collections
This watch appears in Back in Stock (2,731), Watches Under 37mm (1,771), Automatic Watches (1,699), Women's Watches (1,676), Silver Dial Watches (743) and Solid Gold Watches (138).
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
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 | 278285RBR | 80496D52A751-CK4A | 3661A-2954-55A |
|---|---|---|---|
| Price | £45,000 | £33,500 | £28,900 |
| Case size | 31mm | 35mm | 34.9mm |
| Water resistance | 100m | 30m | 30m |
| Movement | Automatic | Automatic | Automatic |
| Strap | Stainless steel bracelet | Leather strap | Leather strap |
| Power reserve | 55 hours | 46 hours | 100 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 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 is the only UK retailer we track stocking this reference new, at £45,000. There is nothing to compare it against today.
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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