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Rolex Datejust 31
Ref. 278384RBR
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Stepping up in Rolex's range
The Datejust has been Rolex's argument for the dressed automatic since 1945, and the 31mm line has long occupied the space between the full-size 36 and the smaller Lady-Datejust — proportioned to sit neatly on a wider range of wrists than either. This reference adds an 18ct white gold diamond-set bezel to that formula, shifting the watch decisively toward jewellery without abandoning the underlying sports-watch architecture. At 37mm lug to lug and 10.7mm thick, it disappears under a cuff and never rocks. The purple dial reads almost aubergine in flat light and brightens considerably in direct sun, making the diamond bezel feel less formal than it might otherwise. Inside sits the Calibre 2236, whose silicon Syloxi hairspring resists magnetism and temperature swings better than a conventional lever escapement, and whose Superlative Chronometer rating holds it to within two seconds a day after casing — unusually tight for a movement of this complexity.
- Reference
- 278384RBR
- Brand
- Rolex
- Collection
- Datejust
- Case size
- 31mm
- Case thickness
- 10.7mm
- Lug width
- 16mm
- Case material
- Stainless steel
- Case shape
- Round
- Dial
- Purple
- Crystal
- Sapphire
- Movement
- Automatic
- Calibre
- 2236
- Functions
- Date
- Water resistance
- 100m
- Bracelet / strap
- Stainless steel bracelet
- Strap colour
- Silver
- Clasp
- Folding clasp
- Lume
- Luminous
- Retailer
- Goldsmiths
Additional specifications
- Lug-to-lug
- 37mm
- 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 4 collections
This watch appears in Stainless Steel Watches (3,355), Back in Stock (2,731), Watches Under 37mm (1,771) and Automatic Watches (1,699).
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 | 278384RBR | 1-35-14-05-15-04 | 278608-6012 |
|---|---|---|---|
| Price | £23,050 | £22,000 | £18,500 |
| Case size | 31mm | 32.5mm | 33mm |
| Water resistance | 100m | 30m | 30m |
| Movement | Automatic | Automatic | Automatic |
| Strap | Stainless steel bracelet | Leather strap | Leather strap |
| Power reserve | 55 hours | 60 hours | 42 hours |
| This watch |
|
|
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.
Will it fit my wrist?
Lug-to-lug is 37mm, which suits wrists from roughly 15cm (6 inches) upward.
Lug-to-lug decides fit more than case diameter does.
Is it a men's or women's watch?
Listed as unisex, and at this size it suits any wrist that takes the dimensions.
Cheapest place to buy
Goldsmiths is the only UK retailer we track stocking this reference new, at £23,050. 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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