Rolex Datejust 31 31 mm 278289RBRARVIDP White Gold Aubergine

The Rolex Datejust is arguably the most iconic dress watch ever made, introduced in 1945 as the first wristwatch to display the date automatically in a window on the dial. Over eight decades, the Datejust has evolved through countless dial colors, case materials, and bracelet options while preserving the core architecture that made it legendary. The 31mm case size occupies a refined middle ground—larger than a classic ladies' watch yet perfectly proportioned for a wide range of wrists—and the modern reference 278289RBRARVIDP represents the current pinnacle of this storied lineage.

The case and bracelet of reference 278289RBRARVIDP are fashioned entirely in 18k white gold, a choice that elevates the watch into pure luxury territory. White gold's cool, silvery luster pairs with the diamond-set bezel to create a halo of brilliance around the dial, while the President bracelet—historically Rolex's most prestigious link design, originally introduced for the Day-Date—lends a sense of gravitas and supple wrist comfort that is immediately recognizable to any watch enthusiast.

The aubergine dial is the undisputed focal point of this reference. Deep, wine-tinged purple is a color Rolex reserves for select precious-metal references, and its lacquer-rich depth shifts subtly under different lighting conditions, moving from almost black in shadow to a vivid plum in bright light. The Roman VI diamond hour marker—a signature detail of this specific dial configuration—adds a further layer of refinement, breaking the Roman numeral chapter ring with a set of brilliant-cut diamonds at the six o'clock position for a quietly spectacular effect.

Powering the 278289RBRARVIDP is a Rolex-manufactured automatic movement, the product of the brand's fully in-house development and production philosophy. Rolex movements are assembled and tested to the brand's own Superlative Chronometer standard, ensuring accuracy and reliability that exceeds standard COSC certification. The result is a watch that requires no concessions on performance despite its jewelry-grade appearance.

At 31mm, this Datejust wears with exceptional versatility—as at home paired with a cocktail dress as it is with business attire or weekend casual wear. The combination of aubergine, white gold, and diamonds makes it a collector's piece as well as a daily companion, one that tends to appreciate the attention of serious buyers. Bizak & Co. specializes in precisely this caliber of Rolex—rare dial configurations, precious-metal cases, and high-specification bracelets. Browse our current inventory online or reach out directly to our team to discuss availability, condition details, and how to buy the Rolex Datejust 31 reference 278289RBRARVIDP with confidence.