Datejust 31 278271 specifications
The 278271 shares its movement, case size and water resistance with the steel 278240. What changes is the gold: the bezel, crown and bracelet centre links are 18 ct Everose. That gold accounts for most of the price gap.
| Reference | 278271 |
|---|---|
| Collection | Datejust |
| Status | Current production |
| Introduced | 2018 |
| Predecessor | 178271 |
| Case diameter | 31 mm |
| Case material | Everose Rolesor (Oystersteel and 18 ct Everose gold) |
| Bezel | Fluted 18 ct Everose gold bezel |
| Dial options | Chocolate, Sundust, Silver, White Roman, Pink, Aubergine with diamond-set Roman VI, Mother-of-pearl with diamonds, Diamond-set index variants |
| Crystal | Scratch-resistant sapphire, Cyclops lens (2.5x) over the date |
| Calibre | 2236 |
| Movement | Automatic, Superlative Chronometer (-2/+2 sec/day after casing), Syloxi silicon hairspring, Paraflex shock absorbers, instantaneous date with rapid-set |
| Power reserve | 55 hours |
| Water resistance | 100 m |
| Bracelet / strap | Oyster or Jubilee in Everose Rolesor (gold centre links); Oysterclasp or concealed Crownclasp |
| Retail price (US) | US$13,550 |
| US retail in MYR (converted) | ≈ RM55,300 at 4.08; Malaysian list price not published |
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 178271 and what came before
The direct predecessor, the 178271, was also a 31 mm steel and pink-gold watch. It ran calibre 2235, with a conventional hairspring and about 48 hours of reserve. Then, in 2018, the 278271 replaced it as part of the new 31 mm generation. Rolex kept the fluted Everose bezel. However, it moved the watch onto calibre 2236 with its Syloxi silicon hairspring and 55-hour reserve.
Why Everose changed the market
Before Everose, pink gold had a reputation for fading. Rolex introduced its own foundry-made alloy in 2005 to solve that. As a result, an older two-tone watch can look mismatched, while Everose pieces keep an even tone. For a buyer today, that means a 278271 from 2018 should still match one from 2026. So, colour mismatch between bezel, crown and links suggests replaced parts.
What the 2018 update meant for value
The move from 2235 to 2236 matters more on paper than on the wrist. Still, the newer calibre carries the Superlative Chronometer rating and better magnetic resistance. In practice, a 278271 commands a clear premium over a 178271 in similar condition. Buyers also prefer the slightly reshaped lugs of the newer case. Therefore, confirm the six-digit reference between the lugs before paying 278271 money.
Dial range in 2026
Rolex offers the 278271 with more coloured dials than its siblings. Chocolate and sundust lean into the pink gold. Meanwhile, the aubergine dial with a diamond-set Roman VI is the most distinctive option. Mother-of-pearl and diamond-index versions sit at the top of the range. The Rolex Datejust page shows the current configurations.
Bracelet and clasp choices
Two bracelets are offered, and both use Everose for the centre links. The Oyster has three broad links and an Oysterclasp. Meanwhile, the Jubilee has five smaller links and a concealed Crownclasp, so the bracelet looks unbroken from the side. On a pink-gold watch, the Jubilee shows more gold surface. As a result, it looks dressier, and it also shows wear sooner. Our bracelets and clasps guide compares the two in detail.
278271 pre-owned prices compared
These bands summarise the Datejust 31 278271 market in October 2026. Notably, the excellent band straddles retail, so new and used prices overlap more here than on the steel model.
| Condition | What it means | USD | MYR (approx.) |
|---|---|---|---|
| Unworn, full set | Stickers or barely worn, box, card dated within ~2 years, all tags | US$13,500 – US$16,000 | RM55,000 – RM65,000 |
| Excellent, box & papers | Light wear, unpolished or lightly polished, warranty card present | US$12,000 – US$14,500 | RM49,000 – RM59,000 |
| Good, no papers | Normal wear, watch only or box only, service history helps | US$10,500 – US$12,300 | RM43,000 – RM50,000 |
| Polished or aftermarket parts | Soft case edges, replaced dial/bezel/bracelet, or non-Rolex parts | US$9,500 – US$11,000 | RM39,000 – RM45,000 |
Bands reflect asking and achieved prices from 2 public market sources in October 2026, rounded. Retail for comparison: US$13,550. Prices move; use them as a sense-check, not a quote.
Retail figures, and their limits
Our standard US retail figure is US$13,550, for a standard dial on the Oyster bracelet. That number comes from a single 2026 list and we could not confirm it with an official retailer. For example, US retailer feeds only showed diamond-dial Jubilee versions, such as the 278271-0016 at US$16,400. In Malaysia, The Hour Glass lists that same diamond reference at RM70,950. So, treat the standard figure as a guide and ask your retailer for the exact dial.
What moves the price of this reference
Dial choice drives the spread. The aubergine diamond and mother-of-pearl dials sit at the top, while chocolate and sundust sit at the bottom. Diamond hour markers add roughly US$1,500 to US$3,000. A Jubilee bracelet adds a small premium over the Oyster.
Condition matters in specific ways. Everose centre links show wear, and deep scratches or a stretched bracelet reduce value. Sharp, unpolished flutes on the bezel also count, because polishing gold removes metal you cannot replace. Finally, a full set with a recent warranty card sells faster.
Where to check prices
Start with an official retailer quote for your chosen dial. Two-tone Datejusts are usually easier to buy new than steel sports models. Then compare grey dealer asks in KL and Singapore, which often sit near retail for standard dials. Marketplace listings on Chrono24 and Mudah are useful for spotting the floor, although asking prices overstate reality. Auction results exist but rarely for this exact reference. Our used Rolex prices guide shows the method behind these bands.
When a price is too good to be true
Even a polished 278271 with no papers rarely sells below about US$9,500, or around RM39,000. So, a "full set" offered at US$8,000 or less is a serious warning. Gold content alone puts a floor under this watch. A seller who prices it like a steel Datejust is either desperate or not selling a real one.
Buying a 278271 in Malaysia
Local official retailers can quote the exact dial you want, even when no list price appears online. Ask for the quote in writing, with the reference suffix, because two dials can differ by thousands of ringgit. Then compare it with Singapore. Prices across the causeway are sometimes lower once exchange rates move, but warranty and tax rules differ. Finally, if you buy used in KL, insist on seeing the watch, card and serial together in person.
Genuine vs replica: how to check a 278271
Fake two-tone watches, including copies of the Datejust 31 278271, face one problem the steel ones do not: real gold is expensive. As a result, most replicas use plated steel or thin gold-filled parts. That gives you extra ways to catch them.
Colour and wear on the gold
Solid Everose has a warm, even pink tone across the bezel, crown and centre links. Plated fakes often show a copper tint instead. Look closely at the tips of the flutes and the edges of the centre links. On a fake, plating wears through there first and reveals grey steel underneath. Meanwhile, genuine Everose simply looks scuffed, never two-coloured.
Genuine: clasp and bracelet machining
- Crisp transitions between brushed and polished surfaces
- Clasp blade and logo cleanly milled, not stamped-looking
- Bracelet links tight, quiet, no rattle; screws not pins on modern pieces
Warning signs
- Polishing bleeds over brushed edges
- Fuzzy logo, uneven font, or stamped-in look
- Loose links, sharp burrs inside the clasp, cheap spring-loaded feel
Crystal, flange and caseback
The checks common to every modern Datejust still apply. The date under the Cyclops should look 2.5 times larger and sit centred. Inside the crystal edge, the engraved ROLEX ring and its 6 o'clock serial must sit in step with the minute markers. Under a loupe, a tiny coronet should appear etched in the crystal above 6. The caseback should be plain, solid and screw-down, with no window or engraving.
Genuine: laser-etched crown at 6 o'clock
- Made of tiny dots, hard to find without a loupe
- Sits in the crystal just above the 6 o'clock marker
- Present on most Rolex crystals from the early 2000s onward
Warning signs
- Bold and frosted, easy to spot head-on
- Solid lines instead of a dot matrix
- Off-centre, or placed on a reference/era that would not have it
Genuine: date change behaviour
- Date snaps over within a minute or two of midnight
- Hands set back past midnight do not drag the date backwards
- Quick-set date clicks crisply in crown position 2
Warning signs
- Date starts moving around 22:00 and creeps until after midnight
- Half-turned date visible in the window for hours
- Quick-set feels gritty or needs several tries
What only a watchmaker can confirm
A watchmaker can open the case and confirm calibre 2236, its markings and the Syloxi hairspring. They can also test the bezel and links for gold content without damaging them. Furthermore, they can spot service-replacement parts that do not belong to this reference. Locally, Rolex's own Kuala Lumpur service centre can carry out that check. For the full checklist, see our real vs fake Rolex guide.
Who the 278271 suits, and the alternatives
The Datejust 31 278271 suits a buyer who wants a dressier watch without moving to full gold. Everose looks especially good on warmer and darker skin tones. Also, it pairs well with rose-gold jewellery, which matters to many buyers in this size. On the wrist, it balances best between about 14 and 16.5 cm.
If you prefer classic yellow gold, look at the Datejust 31 278273. If you want less gold for less money, the 278274 in White Rolesor is the quietest two-tone. If 31 mm feels small, the Datejust 36 126231 uses the same Everose combination. For a smaller option, the Lady-Datejust range offers 28 mm watches. Our Rolex materials guide explains Everose and Rolesor in more depth.
One ownership point is easy to miss. During a full service, Rolex can refinish the case and bracelet, but every polish takes a little gold away. So, ask for a service without polishing if your bezel is still crisp. Our service and value guide explains how this affects resale.
Datejust 31 278273
The classic two-tone Datejust 31 in steel and yellow gold. Dials, prices and fake checks.
Datejust 36 126231
Everose Rolesor Datejust 36 with a fluted pink gold bezel. Chocolate and Wimbledon dials lead.
278271 FAQ
Does Everose gold fade on the 278271?
No. Everose is Rolex's proprietary 18 ct pink gold alloy, and Rolex adds a small amount of platinum to it so the colour stays stable. Ordinary rose gold can drift towards a paler tone over years of wear. On a 278271, any patchy or coppery colour on the bezel is a warning sign rather than normal ageing.
How much is the Datejust 31 278271 worth used?
In October 2026, excellent examples with box and papers trade around US$12,000 – US$14,500. That is close to the US$13,550 standard retail. Watch-only pieces fall to about US$10,500 – US$12,300. Diamond, aubergine and mother-of-pearl dials sit at the top of each band, while chocolate and sundust sit at the bottom.
Is the 278271 sold in Malaysia?
Yes, through official retailers in Kuala Lumpur and Penang. Rolex does not publish a Malaysian list price we could confirm for the standard-dial version. However, one official retailer lists the diamond-dial Jubilee 278271-0016 at RM70,950. Expect the plainer dials to cost noticeably less.
Is a two-tone Datejust 31 a good buy?
The 278271 holds its value close to retail, which is good for a Rolesor watch. Still, gold links wear faster than steel. Buy it because you like Everose, not as a store of value.
What is the difference between the 278271 and the 278240?
The 278240 is all Oystersteel with a smooth domed bezel. The 278271 adds an 18 ct Everose fluted bezel, Everose crown and gold centre links on the bracelet. Both share calibre 2236 and a 31 mm case. The Everose version costs roughly US$5,650 more at retail.
Which 278271 dial is best for resale?
The aubergine dial with a diamond-set Roman VI and the mother-of-pearl diamond dial hold up best. Chocolate and sundust are the most common and the softest on resale. If resale matters most, choose a rarer dial on a Jubilee.
Last updated . Written and fact-checked by the Rolex Malaysian editorial team. Specifications and prices are re-checked quarterly.