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Rolex Datejust 31 278274

Datejust

Rolex Datejust 31 278274 with a black dial with Roman numerals and a fluted white gold bezel on a steel Oyster bracelet, front viewRolex Datejust 31 278274 with a black dial with Roman numerals and a fluted white gold bezel, a pre-owned example, studio close-up of the case

Range published · high confidence

Worth about $12,000 pre-owned, with box and papers

Moving▲11.5% in 12 monthsList price €9,300–€10,700 (January 2026)

With box and papers
$9,000–$15,000
Watch only (about)
$7,800–$13,000

Private-sale level for a pre-owned watch with box and papers, from recent eBay and auction results, weighted toward the newest; newest sale October 14, 2026. Retail shown is the retail list price in France per 41watch, January 2026, depending on dial and bracelet.

Moving: Recent sale prices vary a fair amount from sale to sale. Over the last 90 days (6 sales), prices typically sat within about 12% of the middle. Below 10% we call a market stable, above 20% volatile.

Selling a 278274?See the range for your condition and set, then request offers. Free, no obligation, about a minute.

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High confidence: 81 sold results in the last 24 months (78 on eBay and 3 at auction), 6 in the last 90 days, weighted toward recent sales (half-life 180 days). Range at least ±25% around the market price. In our walk-forward backtest over the past year, 91% of 25632 later sales fell inside high-confidence ranges like this one.

Prices last updated October 26, 2026.

Recent sales

129 sold results since Nov 28, 2023, newest first

eBay sold
$12,000 median38 sales, last 12 months
Auction sold
$14,100 median3 sales, last 12 months

Individual sale results behind our data, from eBay and auction houses. Each watch differs in condition and set.

Forum rows are posts on Reddit r/Watchexchange, RolexForums and WatchUSeek that the seller marked sold. The amount is the listed price when marked sold, not a confirmed sale price, and forum rows do not feed our price.

Price by condition

“Prices” counts how many of the 81 sold prices from 81 sales behind the headline fall in each condition. 68 prices have no recorded condition and count only toward the headline range. All of these observations are sold prices. Method version fv-2.0.
ConditionBox and papersRangeTypicalPrices
UnwornAny$9,850–$13,300$11,60010
ExcellentAny$9,250–$12,500$10,9003

Price history

Nov 2024: $9,850 median (4 observations)Dec 2024: $10,300 median (2 observations)Jan 2025: $9,600 median (2 observations)Feb 2025: $10,600 median (3 observations)Apr 2025: $9,900 median (2 observations)May 2025: $12,100 median (4 observations)Jun 2025: $11,300 median (3 observations)Jul 2025: $10,800 median (5 observations)Aug 2025: $9,350 median (2 observations)Sep 2025: $10,400 median (6 observations)Oct 2025: $11,100 median (5 observations)Nov 2025: $11,000 median (5 observations)Dec 2025: $12,400 median (5 observations)Jan 2026: $12,300 median (2 observations)Feb 2026: $12,800 median (4 observations)Mar 2026: $11,900 median (6 observations)Apr 2026: $11,500 median (4 observations)May 2026: $11,100 median (5 observations)Jun 2026: $13,000 median (2 observations)Jul 2026: $11,500 median (2 observations)Sep 2026: $12,300 median (4 observations)
Monthly median of recorded sold results, before any adjustment for condition or box and papers.
Show price history as a table
MonthMedianObservations
Nov 2024$9,8504
Dec 2024$10,3002
Jan 2025$9,6002
Feb 2025$10,6003
Apr 2025$9,9002
May 2025$12,1004
Jun 2025$11,3003
Jul 2025$10,8005
Aug 2025$9,3502
Sep 2025$10,4006
Oct 2025$11,1005
Nov 2025$11,0005
Dec 2025$12,4005
Jan 2026$12,3002
Feb 2026$12,8004
Mar 2026$11,9006
Apr 2026$11,5004
May 2026$11,1005
Jun 2026$13,0002
Jul 2026$11,5002
Sep 2026$12,3004

Datejust 31 278274 price history over the years

  • Forum (listed price when marked sold), quarterly, 31 posts
  • eBay sold (from 2023), quarterly, 108 sales
Q1 2025, Forum (listed price when marked sold): $10,200 median of 4 postsQ4 2025, Forum (listed price when marked sold): $12,300 median of 3 postsQ1 2026, Forum (listed price when marked sold): $12,000 median of 4 postsQ4 2023, eBay sold: $10,700 median of 3 salesQ1 2024, eBay sold: $10,600 median of 12 salesQ2 2024, eBay sold: $10,500 median of 9 salesQ3 2024, eBay sold: $12,000 median of 4 salesQ4 2024, eBay sold: $10,900 median of 9 salesQ1 2025, eBay sold: $9,500 median of 6 salesQ2 2025, eBay sold: $11,500 median of 9 salesQ3 2025, eBay sold: $10,600 median of 13 salesQ4 2025, eBay sold: $11,500 median of 15 salesQ1 2026, eBay sold: $12,200 median of 12 salesQ2 2026, eBay sold: $11,500 median of 10 salesQ3 2026, eBay sold: $12,100 median of 6 sales
Q4 2025, Forum (listed price when marked sold): $12,300 median of 3 postsQ1 2026, Forum (listed price when marked sold): $12,000 median of 4 postsQ4 2025, eBay sold: $11,500 median of 15 salesQ1 2026, eBay sold: $12,200 median of 12 salesQ2 2026, eBay sold: $11,500 median of 10 salesQ3 2026, eBay sold: $12,100 median of 6 sales
Median price per month or quarter. A point needs at least 3 records in its month or quarter; a gap in a line means too few records, and nothing is filled in. Forum prices are the price a seller listed on Reddit r/Watchexchange, RolexForums or WatchUSeek when the post was marked sold, not a confirmed sale price. Historical context only: these series do not feed the price shown above.
Show long-range history as a table
Forum (listed price when marked sold), quarterly, 31 posts
QuarterMedianPosts
Q1 2025$10,2004
Q4 2025$12,3003
Q1 2026$12,0004
eBay sold (from 2023), quarterly, 108 sales
QuarterMedianSales
Q4 2023$10,7003
Q1 2024$10,60012
Q2 2024$10,5009
Q3 2024$12,0004
Q4 2024$10,9009
Q1 2025$9,5006
Q2 2025$11,5009
Q3 2025$10,60013
Q4 2025$11,50015
Q1 2026$12,20012
Q2 2026$11,50010
Q3 2026$12,1006

The Datejust 31 278274 at a glance

The 278274 is a Rolex Datejust 31, and it is the reference this page uses to answer searches for a Rolex Datejust ladies watch. It has a 31 mm case in stainless steel with a fluted 18 ct white gold bezel, the combination Rolex calls white Rolesor, and the automatic calibre 2236. It has been offered with several dial options, so the dial is an important part of describing any particular watch.

We don't list a nickname for the 278274. We haven't confirmed from a source we can cite whether it is still in production, so this page doesn't say either way.

Where the 278274 price stands right now:

  • Fair value now: $9,000–$15,000.
  • Midpoint of recent market prices: $12,000.
  • Newest observation: October 14, 2026.
  • Observations behind the estimate: 81.

What affects the price

Dial. The 278274 is offered with several dials. Compare like with like.

Condition. Ranges by condition (a condition shows a range only once it has enough results of its own):

  • Unworn: $9,850–$13,300.
  • Excellent: $9,250–$12,500.
  • Good: not enough market data yet.
  • Fair: not enough market data yet.

Box and papers. A full set with a recent card date sells most easily.

Retail reference. €9,300–€10,700 (retail list price in France per 41watch, January 2026, depending on dial and bracelet).

Recent movement. Change over the past year: +11.5% over 12 months.

Tips for buyers

  • Confirm the reference on the papers is 278274 and that it matches the watch.
  • Decide on the dial first, then compare prices only against matching watches.
  • Check the card date and ask about service history.
  • Compare the asking price with our fair-value range, and with the range for its condition where one is shown.

Tips for sellers

  • State the dial precisely in the listing.
  • Include box, card and receipt.
  • Don't polish the case or bracelet.
  • Use the published price data on this page as a starting point, and get more than one offer.

Frequently asked questions

What is the Rolex Datejust 31 278274?

The 278274 is a Rolex Datejust 31, the reference we use to answer searches for a Rolex Datejust ladies watch. It has a 31 mm stainless steel case with a fluted 18 ct white gold bezel and the calibre 2236, and it has been offered with several dial options.

What is a Rolex Datejust ladies watch worth?

Our current fair-value estimate for the 278274 is $9,000–$15,000, based on 81 market observations. Dial, condition and box and papers move the price of an individual watch most.

What is the Rolex Datejust 31 retail price?

Retail reference for the 278274: €9,300–€10,700 (retail list price in France per 41watch, January 2026, depending on dial and bracelet). We only publish a retail figure from a published retail price list we can cite, and we name the list, its market and its date.

How can I tell a real Rolex Datejust 31 from a fake?

Make sure the papers name reference 278274 with the same serial as the watch. A watchmaker can open the case and confirm the calibre 2236 before the return window closes.

Where can I sell a Rolex Datejust 31?

Dealers, auction houses and private buyers all buy the 278274. State the dial, gather the box and papers, and compare offers.

278274Datejust 31

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