Illustrative photo. Before you pay, you see photos of the exact watch.
Datejust 31 278274
$12,300$786 under the typical askGreat price
Our price vs the market
Transparent
$12,300
Typical ask
$13,086
Great priceYou pay 6.0% under the typical ask−$786
$12,300Typical ask $12,450–$13,750
Typical ask across 253 listings for sale, checked Oct 24, 2026. Down 0.1% since Oct 16.Compare on Chrono24 ↗
Price history
The typical ask, day by day
Up 0.2%since Oct 6
$13,086Oct 24, 2026 · 253 listingsLatest
$12.5k
$13k
Ours $12,300
Typical ask from Oct 6 to Oct 24, 2026: $13,057 to $13,086, up 0.2%. Low $13,057 on Oct 6, high $13,110 on Oct 15. Our price: $12,300. One reading a day, from live listings.
How buying works
- Tell us your spec. Year, condition, box and papers: we quote against the typical ask for exactly that.
- Reserve it. Nothing is charged. We confirm the exact watch and send you its photos.
- Authenticated before you pay. An independent watchmaker opens it and the serial is checked against a stolen-watch register.
- Every dollar itemized. Our cost, prep, authentication, processing and margin, line by line.
Selling a Rolex Datejust 31 278274?
We work your offer from the same typical ask, $13,086 across 253 listings, and show every deduction, our margin included. Paid by wire within one business day of authentication. See your offer, itemized
- Brand
- Rolex
- Model
- Datejust 31
- Reference
- 278274
- Details
- Fluted bezel
- Typical ask
- $12,450–$13,750
- Median
- $13,086253 listings, checked Oct 24, 2026
- Our price
- $12,300
- Rating
- Great price
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