Datejust 31 278274 specifications
Only the bezel is gold on this reference. The case, crown and bracelet are all Oystersteel, which explains why the 278274 costs so much less than the yellow or Everose models.
| Reference | 278274 |
|---|---|
| Collection | Datejust |
| Status | Current production |
| Introduced | 2018 |
| Predecessor | 178274 |
| Case diameter | 31 mm |
| Case material | White Rolesor (Oystersteel and 18 ct white gold) |
| Bezel | Fluted 18 ct white gold bezel |
| Dial options | Silver, White Roman, Slate, Pink, Mint green, Aubergine with diamonds, Mother-of-pearl with diamonds, Azzurro blue floral-motif (discontinued 2026) |
| 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 Oystersteel; Oysterclasp or concealed Crownclasp |
| Retail price (US) | US$9,550 |
| Retail price (Malaysia) | RM41,550 |
Specifications checked against Rolex and independent references, October 2026. MYR figures marked ≈ are converted at 4.08 MYR per USD.
History and reference evolution
A quiet reference that became popular
For years the White Rolesor mid-size Datejust was the sensible choice: a steel watch with a little extra polish. Then tastes shifted towards smaller watches and softer dial colours. Consequently, the 278274 went from a steady seller to one of the most requested Datejust 31 references.
178274 to 278274
The 178274 used calibre 2235, which gave about 48 hours. In 2018 the 278274 replaced it with calibre 2236. With it came the Syloxi silicon hairspring and a 55-hour reserve, plus the −2/+2 second chronometer standard. The case also gained slightly reshaped lugs. However, the formula did not change: steel case, steel bracelet, white gold fluted bezel.
For value, the difference is real. A 278274 is in current production, with a longer warranty window on recent cards. A 178274 now sells as an older watch, and it may need a service soon. So, compare service history, not just price, when you weigh the two.
Dial changes since 2018
The dial menu has moved with fashion. Today, mint green is the most wanted colour. Rolex also offers silver, white Roman, slate and pink, plus aubergine and mother-of-pearl diamond versions. This year Rolex also retired every floral-motif option in this size, the Azzurro blue among them. So, a floral 278274 is now a discontinued configuration. The current dials on rolex.com show what you can still order new.
Should you chase a floral dial?
Discontinued dials sometimes gain value, and sometimes they do not. The floral 278274 has two things going for it: a finished production run and a distinctive look. On the other hand, it is a decorative dial, and taste for it may fade. So, buy one because you like it, at a price close to a standard dial. Paying a large premium now is a bet, not a sure thing.
278274 pre-owned prices compared
The Datejust 31 278274 is unusual in this size: even the excellent band starts above retail. Values rose about 10% over the past year, according to tracked market data.
| Condition | What it means | USD | MYR (approx.) |
|---|---|---|---|
| Unworn, full set | Stickers or barely worn, box, card dated within ~2 years, all tags | US$11,500 – US$13,500 | RM47,000 – RM55,000 |
| Excellent, box & papers | Light wear, unpolished or lightly polished, warranty card present | US$10,500 – US$12,500 | RM43,000 – RM51,000 |
| Good, no papers | Normal wear, watch only or box only, service history helps | US$9,200 – US$10,800 | RM38,000 – RM44,000 |
| Polished or aftermarket parts | Soft case edges, replaced dial/bezel/bracelet, or non-Rolex parts | US$8,300 – US$9,500 | RM34,000 – RM39,000 |
Bands reflect asking and achieved prices from 3 public market sources in October 2026, rounded. Retail for comparison: US$9,550. Prices move; use them as a sense-check, not a quote.
US retail is US$9,550 for the 278274-0018, the mint green dial on a Jubilee. Malaysian official retailers list the same configuration at RM41,550. For context, the last confirmed US list in May 2025 was about US$8,800. So, retail itself has climbed noticeably.
What moves the price of this reference
Dial colour comes first. Mint green, aubergine diamond and the discontinued floral motif lead the market. Silver and white Roman dials trail and are the easiest to buy at or near retail. Next comes the bracelet, since buyers prefer the Jubilee over the Oyster.
Condition matters too, especially on the bezel. White gold is soft, so polishing quickly rounds off the flutes. An unpolished bezel is therefore worth paying extra for. Diamond and mother-of-pearl dials add a premium, and a full set helps resale.
Where to check prices
First, ask an official retailer for the dial you want. Waits vary by colour; silver and white Roman are usually easier than mint green. Second, check grey dealer asks in KL and Singapore. They show what you pay to skip the wait. Third, use Chrono24 and Mudah for a broad view, but remember that asking prices are not sale prices. Our retail vs market guide explains the gap.
When a price is too good to be true
Even a polished, papers-free example sits around US$8,300 or more. So, a "complete set" listed at US$7,500 or less, or about RM30,600, is a clear warning. Be especially careful with mint green dials at low prices, because popular colours attract fakes first.
Malaysian buyers and the grey premium
Because Malaysian retail is published at RM41,550 for the mint green Jubilee, the grey premium is easy to measure. Used excellent pieces convert to about RM43,000 to RM51,000. So, a grey purchase can cost RM2,000 to RM9,000 more than waiting. For many buyers, a short wait at an official retailer is the better deal.
Genuine vs replica: how to check a 278274
White Rolesor is easy to fake cheaply. A counterfeiter only needs a steel fluted bezel, and few buyers can see the difference. Therefore, the bezel deserves more attention on this reference than on the yellow or Everose models.
The white gold bezel
Real 18 ct white gold looks brighter and whiter than the steel case. The flutes should be sharp, even and deeply cut. By contrast, a steel or plated fake bezel tends to look greyer, and its flutes are often shallower or softer. Compare the bezel with the case under daylight, not under shop spotlights.
Crystal and dial checks
Look through the Cyclops: the date numeral should nearly fill it, at 2.5 times, and sit dead centre. Many fakes reach only about 1.5 times. Also, compare the serial engraved on the flange at 6 with the number on the warranty card; they must match. Then tilt the crystal under a loupe to find the tiny etched coronet above 6.
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
Caseback and date change
Turn the watch over. You should see a smooth, unadorned steel back with no glass and no text. Next, set the time past midnight. Calibre 2236 changes the date instantly, while many clone movements let it drag.
Genuine: caseback
- Solid Oystersteel or gold, fluted edge for the case wrench
- No engraving on most models (some are factory-engraved, e.g. Sea-Dweller and Deepsea)
- Display backs are factory-fitted only on certain models (e.g. some Daytona, 1908, Land-Dweller)
Warning signs
- Exhibition window on a model Rolex makes with a solid back
- Stickers or decorative engravings sold as 'factory'
- Back that turns too easily or sits proud of the case
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
Super clones now copy the bezel, dial and engravings closely. As a result, only a movement check is conclusive. A watchmaker can open the case, confirm calibre 2236 and inspect the Syloxi hairspring. Bezel metal can be tested too, without harm. If you buy in Malaysia, agree with the seller that the sale depends on that inspection. The full method is in our real vs fake Rolex guide.
Who the 278274 suits, and the alternatives
The 278274 suits someone who wants a subtle Datejust with a little extra sparkle. It works in offices and on weekends, and it does not shout "gold". Men with slim wrists, around 15 to 16 cm, often choose it too.
The comparison with the steel 278240 is revealing. At retail, the white gold bezel adds about US$1,650. On the used market, however, the gap between excellent full sets is wider, at roughly US$2,200 to US$3,000. In other words, buyers pay more for that bezel second-hand than Rolex charges for it new. That makes the 278274 one of the better-holding watches in this size.
If you want no gold at all, the steel Datejust 31 278240 costs less. For warmer gold, the Everose 278271 is the dressier choice. If you want a larger White Rolesor, compare the Datejust 36 126234. And for a smaller fluted watch, the Lady-Datejust 279174 uses the same metals in 28 mm.
Care and servicing
Because only the bezel is gold, the 278274 is cheap to maintain by Rolesor standards. The steel bracelet takes knocks well. The bezel needs most care, so avoid rubbing the flutes with polishing cloths, and ask for no polishing at service. Our service and value guide covers intervals and costs.
Datejust 31 278240
All-steel Datejust 31 with a domed bezel and calibre 2236. Prices, history and fake checks.
Lady-Datejust 279174
28 mm Lady-Datejust in steel with a white gold fluted bezel. Prices, history and fake checks.
278274 FAQ
Why does the 278274 sell above retail?
Demand for small, understated Rolex watches has grown, and the 278274 is the cheapest fluted-bezel Datejust 31. Popular dials such as mint green and the discontinued floral motif add more pressure. As a result, excellent full sets trade around US$10,500 – US$12,500 against US$9,550 retail.
How much is the Datejust 31 278274 in Malaysia?
Malaysian official retailers list the 278274-0018 (fluted bezel, Jubilee, mint green dial) at RM41,550 as of October 2026. Other dials may differ a little. Used excellent full sets convert to roughly RM43,000 to RM51,000, so expect to pay over retail on the grey market.
Can you tell white gold from steel on a 278274?
Only just, and only side by side. Rolex's 18 ct white gold looks slightly brighter and whiter than Oystersteel. On a genuine watch the bezel has a faintly different sheen from the case. A fluted bezel that looks greyer than the case, with soft or rounded flutes, suggests steel or plating.
Is the floral-motif 278274 worth more?
Rolex dropped the floral-motif dials, including the Azzurro blue version, from the 31 mm range in 2026. Some dealers already ask a premium for them. Do not pay heavily for it on the assumption that it will keep rising.
Does polishing hurt the 278274's value?
Yes, more than on most references. White gold is soft, and the fine flutes lose their sharp edges quickly when polished. A softened bezel is easy to spot and cuts value. If the watch needs a service, ask for the bezel to be cleaned rather than polished.
278274 or 126234?
Both are White Rolesor Datejusts with fluted bezels. The 278274 is 31 mm and uses calibre 2236 with 55 hours. The 126234 is 36 mm with calibre 3235 and 70 hours. Choose by wrist size first. See our Datejust size comparison if you are between sizes.
Last updated . Written and fact-checked by the Rolex Malaysian editorial team. Specifications and prices are re-checked quarterly.