Rolex Datejust 31 31 mm 278274SDO Steel/White Gold Silver Rolex Datejust 31 31 mm 278274SDO Steel/White…

The Rolex 278274 is the fluted-bezel Datejust 31 in White Rolesor: a 31 mm Oystersteel case and bracelet with an 18 ct white gold bezel, powered by the self-winding calibre 2236. Rolex makes it with many dials on an Oyster or Jubilee bracelet; this listing is the silver dial set with diamonds on the Oyster bracelet, Rolex model number m278274-0029. Rolex's US retail price is $11,450; Bizak & Co. sources it brand new from $14,175.

One reference, many dials

Rolex keeps the reference 278274 for every dial and bracelet of the fluted-bezel Datejust 31 in White Rolesor and adds a suffix for each version: m278274-0029 is this silver diamond-set dial on the Oyster bracelet, m278274-0030 the same dial on the Jubilee. The letters after 278274 in our listing names (SDO here) are our own codes for the dial and bracelet. We list 34 versions of the 278274, all brand new, from $10,229:

Prices are Bizak & Co. listings on October 24, 2026. Rolex's 2026 catalogue no longer lists the floral motif dial; read our floral dial guide.

What sets the 278274 apart

• White Rolesor. Rolesor is Rolex's name for Oystersteel combined with 18 ct gold, used since the early 1930s and trademarked in 1933. On the 278274 the case and the bracelet are Oystersteel and the fluted bezel is white gold. Rolex says the fluting began as a functional detail, used to screw the bezel onto the case for waterproofness, and became a Rolex signature over time.
• Ten diamonds on a silver dial. The hour markers are diamonds in 18 ct gold settings at every hour except 12, which carries the Rolex crown, and 3, where the date sits under the Cyclops lens of the sapphire crystal.
• Calibre 2236. Rolex's self-winding movement for the Datejust 31 has about 55 hours of power reserve and the silicon Syloxi hairspring, which Rolex introduced on this calibre in 2014. The watch is certified a Superlative Chronometer, to -2/+2 seconds a day after casing.
• Oyster or Jubilee. This version's Oyster bracelet has three-piece links and a folding Oysterclasp with the Easylink comfort extension link, which lengthens it by about 5 mm. The Jubilee version, m278274-0030, has five-piece links and a concealed Crownclasp, and Rolex prices it $200 higher.
• The 31 mm size. Rolex lists the Datejust 31 with the 36 and 41 mm Datejusts rather than with the 28 mm Lady-Datejust. White Rolesor comes in all four sizes: the Lady-Datejust 28 279174 from $8,834, the 278274, the Datejust 36 126234 from $11,252 and the Datejust 41 126334 from $12,003. The two larger sizes use the calibre 3235.

Checks before you pay the balance

• Model number and bracelet. Have the quote name the model number, m278274-0029 for this dial on the Oyster bracelet, and ask how many links come with the bracelet so it fits your wrist.
• Guarantee card and set. Rolex's five-year guarantee covers new watches sold by Official Rolex Retailers, who fill out and date the guarantee card. Ask for that date and for the box and papers that come with the watch.
• Factory dial and bezel. Ask for close daylight photos of the dial and the bezel. The diamonds should sit in the dial's gold settings and the bezel should be the plain fluted one; Rolex's guarantee does not cover a watch modified with non-genuine parts such as a dial or bezel.
• New means final sale. Under our buyer-protection terms brand-new watches are final sale, so confirm the reference, dial, bracelet, card date and set in the quote.

Compare every Datejust 31 reference with Rolex's prices in our Datejust 31 guide, read our Rolesor two-tone guide, or browse all Rolex Datejust watches, Rolex watches for women and the full Rolex collection.

Specifications

How sourcing works

Reserve with a $200 deposit, credited toward the final price. After payment is confirmed, we research suitable options and provide watch-specific photos and a current quote for your review before you pay the remaining balance. See our buyer protection and deposit terms.

Buy, trade in or sell. Trade your current watch toward this Datejust 31, or sell us yours: request a valuation on our sell your watch page.