19% under what the other stores charge
Compared across 12 stores. Prices are checked against each store and labelled with when.
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The Rolex Datejust 31 ref. 278278 is a solid 18k yellow gold dress watch with a fluted bezel, a champagne diamond dial and the three-link Oyster bracelet. Its in-house caliber 2236 runs about 55 hours and is certified to −2/+2 seconds a day, with 100 m water resistance and the Cyclops date at 3 o'clock. At 31 mm it suits smaller wrists and buyers who want a gold Rolex that reads as jewelry as much as a watch. Against steel Datejusts and two-tone rivals it is heavier and softer on the wrist, and against the Jubilee version the Oyster bracelet gives it a sportier, more everyday look.
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Lowest price we've seen: $35,850.00 on Nov 12 at Diamond Source NYC. Tracked across 12 stores since Nov 12.
Owners of the 31 mm gold Datejust praise the weight and finish of the solid gold case and the sparkle of the diamond dial. Most criticism centers on the size and the softness of yellow gold, which shows scratches quickly.
The Rolex Datejust 31 in yellow gold is reference 278278. It has a 31mm case made of 18k yellow gold, cast in Rolex's own foundry. The date shows in a window at 3 o'clock under a Cyclops lens. The Datejust introduced the self-winding wristwatch with a date window in 1945.
The champagne dial has diamond hour markers and is surrounded by a fluted 18k yellow gold bezel. The case is paired with a three-piece-link Oyster bracelet.
The watch uses the in-house Rolex caliber 2236, which runs for about 55 hours once fully wound. Every movement of this generation is tested as a Superlative Chronometer, accurate to within -2/+2 seconds a day. The screw-down crown and sapphire crystal keep it water resistant to 100 meters.
