Rolex Datejust 31 31 mm 278274ARDVIJ Steel/White Gold Aubergine

The Rolex Datejust is widely regarded as the archetype of the classic dress watch, introduced in 1945 as the first self-winding wristwatch to display the date in a window at 3 o'clock — a feature so influential it reshaped how the industry thought about practical complication. Across decades of refinement, the Datejust has never lost its essential character: proportional elegance, impeccable finishing, and a versatility that carries it from boardroom to black-tie without alteration. The 31mm case size occupies a particularly compelling position in the Datejust family, offering a refined mid-size option appreciated by wearers who favor a more understated diameter without sacrificing any of the watch's presence or prestige.

Reference 278274ARDVIJ represents a contemporary expression of the Datejust 31 built around the harmonious pairing of Oystersteel and 18k white gold. Oystersteel, Rolex's proprietary 904L stainless steel alloy, is renowned for its superior corrosion resistance and exceptional ability to take and hold a high polish, giving the case and bracelet a lustre that lesser alloys simply cannot match. The white gold elements — most visibly the fluted bezel — introduce warmth and precious-metal credibility, creating the two-tone contrast that generations of Datejust enthusiasts have treasured.

The dial of this reference is finished in aubergine, a deep, shifting purple-brown hue that moves between near-burgundy and violet depending on the light. Aubergine is one of the more rare and sought-after Datejust dial colors, lending the watch a personality that is simultaneously bold and sophisticated. The result is a dial that separates this reference from far more common silver, black, or white examples while remaining entirely appropriate for formal settings.

Powering reference 278274ARDVIJ is a Rolex automatic movement, reflecting the brand's hallmark commitment to in-house manufacture, chronometric precision, and long-term reliability. Rolex automatic movements are COSC-certified and then further regulated to Rolex's own stricter standards before leaving the manufacture, meaning wearers benefit from accuracy and durability that define the category. The watch also carries a water resistance rating of 100 meters (330 feet), underscoring the Oyster case's robust construction and making it genuinely suitable for everyday wear across a wide range of environments.

The five-piece link Jubilee bracelet — introduced alongside the original Datejust in 1945 — completes the watch with its characteristic elegance and comfortable flexibility on the wrist. Its alternating brushed and polished links echo the dual-finish aesthetic of the case, and its Oysterclasp ensures secure, adjustable wear. This example is brand new and certified authentic, arriving with the original Rolex box and papers for complete peace of mind.

At Bizak and Co., we specialize in sourcing certified authentic, brand-new Rolex timepieces for discerning collectors and first-time buyers alike. The Rolex Datejust 31 ref. 278274ARDVIJ in its rare aubergine dial configuration is an exceptional acquisition — a watch that will be as wearable and desirable decades from now as it is today. We invite you to contact our team at bizakandco.com to inquire, purchase, or learn more about this reference and our full Rolex inventory.