Rolex Datejust 31 278240

Datejust 31 278240 specifications

On paper the 278240 matches its gold-trimmed siblings almost line for line. The real differences are the bezel metal and the price. Note that Rolex does not publish a case thickness, so we leave it blank rather than guess.

Specifications checked against Rolex and independent references, October 2026. MYR figures marked ≈ are converted at 4.08 MYR per USD.

History and reference evolution

The 31 mm Datejust began life as the "midsize" between the 26 mm ladies' watch and the 36 mm men's model. For decades it was a quiet seller. However, the 2018 relaunch of the whole 31 mm line changed how buyers saw it. The 278240 arrived that year as the only version without any precious metal.

From the 178240 to the 278240

The predecessor, the 178240, used calibre 2235. That movement ran on a traditional hairspring and gave about 48 hours of reserve. By contrast, the 278240 uses calibre 2236, which brings three upgrades. First, the Syloxi silicon hairspring resists magnetism and temperature swings. Second, the reserve rises to 55 hours, so the watch survives a weekend off the wrist. Third, the movement is certified as a Superlative Chronometer, at −2/+2 seconds a day after casing.

The case also changed, though only slightly. Rolex reshaped the lugs on the new generation, and the overall line looks a little more modern. Most people will not notice from across a room. Still, a dealer will, and the newer reference costs more for it.

Why the steel bezel matters

Every other Datejust 31 in the current range wears a fluted gold bezel. The 278240 instead has a smooth, domed bezel in polished Oystersteel. That choice keeps the retail price low. It also means the watch is the only 31 mm Datejust with no gold at all, so wear does not expose a second metal.

The domed bezel has one weakness, though. It picks up hairline scratches quickly because it is fully polished. A careless polish then softens the dome into a flatter, rounder shape. Therefore, an unpolished bezel with crisp edges is worth paying for.

Dials added and removed

Rolex has rotated the dial menu several times since 2018. The current Rolex range runs from silver, white and black to pink, mint green and blue sunray finishes. In 2026, Rolex removed the floral-motif dials from the 31 mm range. Notably, the 31 mm models were not part of the 2026 Roman-numeral redesign seen elsewhere in the catalogue. So, a floral 278240 is now a discontinued variant, and some sellers already price it that way.

278240 pre-owned prices compared

Here is where the Datejust 31 278240 sits in October 2026. The bands come from public dealer asks and tracked sales, rounded. MYR figures are converted at 4.08.

Bands reflect asking and achieved prices from 3 public market sources in October 2026, rounded. Retail for comparison: US$7,900. Prices move; use them as a sense-check, not a quote.

Retail in the US is US$7,900 for the 278240-0018 (Jubilee, bright blue dial). In Malaysia, official retailers list the same configuration at RM34,350. That figure covers one dial and bracelet, so other versions will differ by a few hundred ringgit. Rolex raised list prices in January 2026, and steel models were left unchanged in the June 2026 round.

What moves the price of this reference

• Dial colour. Mint green, pink and blue sunray dials ask more than silver, white or black. The gap is often several hundred dollars on otherwise identical watches.
• Bracelet. The Jubilee with its concealed Crownclasp earns a small premium over the Oyster with the Oysterclasp.
• Diamond hour markers. These add a meaningful premium, but they also narrow the pool of buyers.
• Floral-motif dials. Now discontinued, they may gain a collector premium. That is a hope, not a promise.
• Paperwork date. A full set with a warranty card dated 2023 or later sells fastest.
• Bezel and case condition. An unpolished domed bezel and sharp case edges protect value more than anything else.

Where to check prices

Start with the retail list price, because steel Datejusts in this size are often available from an authorised dealer after a short wait. In Kuala Lumpur, official retailers such as Cortina Watch and The Hour Glass carry the line. So, if a used 278240 costs more than a new one, ask yourself why you are not on a list.

Grey dealers in KL, Singapore and Hong Kong usually price unworn pieces slightly above retail. Marketplace listings on Chrono24 or Mudah show asking prices only, and many never sell at that number. For example, a "full set" priced at the top of the band may sit for months. Auction results are thin for this reference, because most of these watches change hands privately. Our retail vs market price guide explains how to read each source.

When a price is too good to be true

The lowest honest band for a polished, papers-free example is about US$6,500, or roughly RM26,500. Therefore, any "full set" Datejust 31 278240 offered under about US$6,000 deserves suspicion. The same goes for a seller who will not show the serial and the warranty card together. A missing card is not fatal, but it should cost the seller 10 to 15%. Read what box and papers are worth before you negotiate.

Genuine vs replica: how to check a 278240

Steel Datejusts are among the most copied Rolex watches, because the fakes need no gold plating. That makes the 278240 a favourite of clone factories. So, check the watch in this order, from the easiest test to the hardest.

The Cyclops and the date

The Cyclops lens should magnify the date 2.5 times, so the numeral fills the bubble almost edge to edge. Fakes often manage only about 1.5 times. Also, look straight down: the lens must sit dead centre over the date window. Then advance the time past midnight. On calibre 2236 the date snaps over in an instant rather than creeping.

Rehaut, crown etch and caseback

Next, look at the inner flange, called the rehaut. It carries a repeating ROLEX engraving, with the serial number at 6 o'clock. On a real watch, the letters line up precisely with the minute track. Then tilt the watch under a loupe to find the tiny coronet laser-etched in the crystal just above 6. Finally, turn it over. The caseback should be solid, plain, screw-down Oystersteel, with no window and no engraving.

The domed bezel as a tell

The polished dome should flow smoothly into the satin-finished case sides. On a real watch the transition between polished and brushed surfaces is clean and even. By contrast, many fakes show blurred lines, wavy reflections or a bezel that sits slightly proud of the case.

What only a watchmaker can confirm

Modern super clones copy most of the visual points above, and some do it well. In the end, only opening the caseback settles it. A watchmaker will look for calibre 2236 markings, the silicon Syloxi hairspring and Rolex-quality finishing on the bridges. They can also check that the parts match the reference and the era. In Malaysia, that means the Rolex service centre in KL or a trusted independent. Our real vs fake Rolex guide covers the full process.

Who the 278240 suits, and the alternatives

This reference suits someone who wants a Datejust that never looks dressed up. It works with a T-shirt and with office wear. It also suits small wrists of either sex, roughly 14 to 16.5 cm. Because there is no gold, it is the easiest 31 mm Datejust to wear daily without worry.

Alternatives are close at hand. If you want a little sparkle at a modest premium, the Datejust 31 278274 adds a white gold fluted bezel. For warmer gold, see the two-tone 278273 in Yellow Rolesor. If 31 mm feels small, compare the Datejust 36 126200. And if you never need the date, our Datejust vs Oyster Perpetual comparison explains what the extra money buys.

• 

  Datejust 31 278274

  Steel Datejust 31 with a white gold fluted bezel. Above-retail prices, dial premiums and checks.

  Retail US$9,550 · Pre-owned US$10,500 – US$12,500

• 

  Oyster Perpetual 31 277200

  31 mm, calibre 2232, lacquer colour dials. Turquoise and Celebration trade far above list.

  Retail US$6,300 · Pre-owned US$7,500 – US$10,000

278240 FAQ