About the Rolex Datejust 31 278240
The Datejust is the watch that defined the modern dress timepiece when Rolex introduced it in 1945, and the 31 mm case size has long served as the mid-size option that sits between the 28 mm Lady-Datejust and the full-size 36 mm Datejust 36. Reference 278240 is the current-generation all-Oystersteel Datejust 31, wearing the clean, sporty profile of the Oyster bracelet and a fluted or smooth bezel depending on configuration, paired with Rolex's signature cyclops lens magnifying the date at three o'clock. The dial variety within 278240 is notably broad, spanning classic silver and black to fashion-forward pink and on-trend green, reflecting Rolex's deliberate strategy of making the Datejust 31 a highly personal statement piece. As a steel-only reference, the 278240 is among the most wearable and versatile executions of the Datejust 31 line.
What to Look For
When shopping Rolex Datejust 31 278240 for sale, pay close attention to the dial color and index suffix in the reference string, as designations such as PSJ, PRJ, GSJ, BKRJ, PSO, GNSO, SSJ, and BKRO signal specific dial color, index type, and bracelet or clasp combinations that meaningfully affect both aesthetics and secondary-market value. Green and black dials have seen particularly strong collector demand in recent years, while silver and pink options appeal to buyers seeking a more traditional or feminine aesthetic. Condition of the dial, bracelet stretch, and presence of original box and papers are the primary value drivers across all 278240 variants.
Frequently Asked Questions
What is the case size of the Rolex Datejust 31 reference 278240?
The Rolex Datejust 31 278240 features a 31 mm Oyster case crafted entirely in Oystersteel, placing it as the mid-size option in the current Datejust lineup. This size is popular with buyers who find the 28 mm Lady-Datejust too petite and the 36 mm Datejust 36 too large for everyday wear.
What dial colors are available in the Rolex Datejust 31 278240?
Reference 278240 is produced in a wide range of dial colors, including pink, black, silver, dark grey, and green, each paired with specific index and bracelet configurations encoded in the full reference suffix. Bizak and Co. carries multiple dial variants simultaneously, so buyers can compare options before purchasing.
Is the Rolex Datejust 31 278240 a good investment compared to two-tone or gold versions?
The all-steel 278240 is generally the most liquid and accessible entry point into the Datejust 31 family, with strong resale demand driven by the broad appeal of Oystersteel and the versatility of the Oyster bracelet. While precious-metal references can command higher absolute prices, the steel 278240 tends to hold value well precisely because of its wide buyer base and wearability.
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Buy, trade, or sell. Contact Bizak & Co. for pricing and availability on any reference in this collection.
