Rolex Datejust 31
+72 % above RRP
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ℹ️ 1-month trend
Price change over the past 30 days. Shows the short-term market movement — relevant if you want to buy or sell soon.
ℹ️ 4-month trend
The central metric behind the momentum score. It filters out short-term swings and shows the true, medium-term market trend of this reference.
ℹ️ Volatility
Annualised price fluctuation. Below 10 % = very stable, 10–20 % = normal, above 20 % = volatile. With high volatility the price can change quickly — in both directions. Be cautious about buying without checking the current price.
ℹ️ Momentum score
ChronoCheck's own indicator from 0 to 100, calculated from the 4-month trend, volatility and market direction.
- Above 60 — Upward trend. Good time to sell, prices are rising.
- 40 – 60 — Neutral. Stable price level, no pressure to act.
- Below 40 — Downward trend. Wait or enter at a good price.
ℹ️ Investment Grade A/B/C/D
ChronoCheck's own rating for each reference. A 0–100 point scale, made up of four weighted components:
- Momentum (40 pts) — trend strength from the momentum score.
- Liquidity (25 pts) — number of active live listings.
- Stability (20 pts) — inverse volatility — the calmer, the better.
- Source robustness (15 pts) — number of independent market sources.
- A · 75+ Trend is right, liquidity good, data broad.
- B · 55–74 Solid, but one component weaker.
- C · 35–54 Average, volatility or market breadth weigh on it.
- D · below 35 Downward or too little data — a collector's piece.
Not investment advice. Pure data analysis from aggregated market sources.
The current market value of the Rolex Datejust 31 (Ref. 178274) is $9,320. The trend points up (plus 24.4% over four months).
What if you had bought back then …
What would a purchase at the median market price back then have become — at today's level of $11,635. A pure return calculation, excluding insurance, servicing and transaction costs.
Data from an aggregated median time series (watch_market_daily). CAGR = Compound Annual Growth Rate, normalized to 365 days. Not an investment recommendation.
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Technical data
Lift angle 52° — important for timing-machine diagnosis: with this value a watchmaker can correctly measure rate deviation, amplitude and beat error. ChronoCheck verifies such technical details directly from the manufacturers' factory specifications.
Rolex Ref. 178274 — Variants and collector names
Known as: Datejust 31, Lady Datejust 31, DJ31 WG Fluted, Midsize Datejust, DJ31 Steel/White Gold
Production phases and changes
- 2005: Introduction of Ref. 178274 as successor to the 78274 series (31mm Datejust)
- 2008: Serial engraving on rehaut only
- 2010: Switch to randomized serial numbers
- 2022: Superseded by Ref. 278274 with caliber 2236
Movement variants
- 2235 (2005–2022) · 28800 bph
Bezel variants
- 178274-WG-Fluted-Fixed "WG Fluted Bezel"
Dial variants
- Black Diamond Dial — OYSTER PERPETUAL DATEJUST, factory-set diamond hour indices in WG, date at 3h
- Black Stick Index — OYSTER PERPETUAL DATEJUST, baton indices, date at 3h
- Ivory Anniversary Dial — OYSTER PERPETUAL DATEJUST, raised Arabic numerals ('Anniversary'/'Jubilee' dial), date at 3h
- Pink MOP Arabic — OYSTER PERPETUAL DATEJUST, Arabic numerals, date at 3h
- White MOP — OYSTER PERPETUAL DATEJUST, baton / Roman, date at 3h
- Salmon Roman — OYSTER PERPETUAL DATEJUST, raised Roman numerals, date at 3h
- Silver Diamond Dial — OYSTER PERPETUAL DATEJUST, factory-set diamond hour indices in WG, date at 3h
- Silver Stick Index — OYSTER PERPETUAL DATEJUST, baton indices, date at 3h
- Silver Roman — OYSTER PERPETUAL DATEJUST, Roman numerals in 18k white gold, date at 3h
- Silver Tapestry Index — OYSTER PERPETUAL DATEJUST, baton indices with lume plots, Tapisserie texture, date at 3h
- Sodalite Stone Dial — OYSTER PERPETUAL DATEJUST, factory-set diamond hour indices, date at 3h
- White Roman — OYSTER PERPETUAL DATEJUST, Roman numerals in 18k white gold, date at 3h
Crystal variants
- Saphirglas mit Cyclops
Bracelet variants
- Jubilee Midsize Ref. 78274
- Oyster Solid Ref. 78350
Serial numbers
- D000001 – Z999999 (2005–2009) — Serial number also engraved on the rehaut from 2005. Letter-prefix system: D≈2005, F≈2004–2005, M≈2007–2008, N≈ca. 2008, Z≈ca. 2006–2007 (examples from documented table). Note: Rolex does not publish official production data — ranges are approximations from collector sources.
- Random (8-stellig alphanumerisch) – Random (8-stellig alphanumerisch) (2010–2022) — From 2010, fully randomized 8-digit serial numbers with no year encoding. Production year can only be determined from the original warranty card / service papers. Serial number exclusively on the rehaut at 6 o'clock.
In 2005, Rolex retired the five-digit reference 78274 on the 31mm Datejust and introduced the 178274 — not just a new number, but the starting gun for rehaut engraving. A transition period ran through 2008, during which the serial number could appear either between the lugs at 6 o'clock or on the rehaut. After that, rehaut only. So if you're holding a 178274 with the engraving between the lugs, you're holding a piece from its first three production years.
## Twelve Dials, One Caliber
What makes the 178274 interesting to collectors is its dial variety. Twelve documented variants, ranging from the plain Silver Stick Index to diamond indices to the Sodalite Stone Dial with diamond setting. In between sit MOP versions in pink and white, plus the Ivory Jubilee Anniversary. The entire range is driven by the same caliber 2235 — Rolex didn't vary the movement here, only the face.
## 2010 Marks the End of Year-Readable Serial Numbers
One detail that matters for authenticity checks: in 2010, Rolex abandoned the letter-prefix system. Since then, serial numbers have been eight-digit randomized codes with no way to infer the production year. Anyone trying to date a 178274 by its serial number will need to rely on rehaut details and fluted bezel execution — like the white gold fluted model — for pieces made from 2010 onward.
## 2022 Brings the End, With Caliber 2236 as Successor
In 2022, the 178274 was replaced by the 278274, featuring caliber 2236, a silicon Syloxi hairspring, and 55 hours of power reserve in place of the earlier setup. For the 178274, that means the production window is closed and the numbers are final — a factor the pre-owned market has been pricing into the 31mm Datejust ever since.
Brand profile: Rolex
Rolex is the most counterfeited watch brand in the world. Super-clones (VSF, ARF, Clean — the latter inactive since the 07/2025 raid, with only old stock still circulating) reach 95%+ similarity. Authenticity can almost always only be identified through micro-details and caliber behavior.
- Case back: ALWAYS solid and closed — any display window means it's definitely fake (exception: vintage Ref. 6085 only)
- Minute hand length: genuine Rolex minute hands end EXACTLY at the minute chapter ring. 1 mm too long = fake. The strongest VSF tell.
- Seconds hand: smooth sweep without any hesitation — the slightest tick-tock motion means it's fake
- Cyclops lens (on Date models): must magnify exactly 2.5×, with the date filling almost the entire window
Serial number format: Since 2010, a random alphanumeric combination (e.g. 'G3M9K721'). 2000-2010: a letter plus 6-7 digits. Serial number engraved on the rehaut at 6 o'clock (from ~2005). Older models: between the lug shoulders at 6 o'clock on the case.
Further sources
Buying guide: Rolex Datejust 31
Entry into Rolex
At $9,320 this reference is one of the more affordable ways to wear a Rolex on your wrist. That is precisely why many pieces have already passed through several hands — condition varies accordingly. Buyers here should pay particular attention to service history and honest photos from the seller.
Where the price stands
The price of the Datejust 31 has risen by +24.4% over the past four months. Anyone selling now hits a good window. If you want to buy: no need to wait — the market is currently more hot than cold, and a clear end to the trend is not in sight.
Watch out for swings: This reference has an above-average volatility of 62.2 percent. In concrete terms: the price can move by several hundred euros within a few weeks. Check the current value before buying or selling — old listings or auction results from two months ago are of little help.
What to look out for when buying?
- Authenticity: The serial number and reference on the case must match the papers. A professional authenticity check of the Rolex Datejust 31 reliably rules out counterfeits.
- Condition: Check scratches on the case and bezel — professional refurbishment can leave traces.
- Service history: A documented service by the manufacturer or a certified watchmaker increases the value.
- Scope of delivery: Box, papers and warranty card make a noticeable price difference on the Datejust 31.
- Independent certification: The CPS-52 standard covers 52 checkpoints — from the serial number and the timing machine to water resistance. The result is secured on the blockchain and can be verified at any time.
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