Rolex · Datejust 31 · 278274 · blue floral dial · pre-owned on Amazon
The women’s Datejust with the flower dial.
The 31mm Datejust is the size Amazon shoppers search for when they type “Rolex watches for women”, and this is the version Rolex added in 2021 to make the size its own: a bright blue dial covered in a repeating floral motif, each flower centred with a set stone, under a fluted 18k white gold bezel on a steel case, on the Jubilee bracelet with the hidden Crownclasp. Inside is the calibre 2236 with about 55 hours of reserve. Reference 278274, made since 2018. Pre-owned through a Luxury Stores reseller, graded Excellent with faint scratching to the hardware.
- Case
- 31mm, Oystersteel, 18k white gold fluted bezel, 100m
- Movement
- Calibre 2236 automatic, quickset date, about 55 h
- Dial
- Blue with a repeating floral motif, set stones at the flower centres, luminous batons, Cyclops date
- Bracelet
- Jubilee, steel, hidden Crownclasp
- Made
- 2018 to present; floral dial from 2021
- This unit
- Excellent; faint scratching to hardware; no box or papers mentioned
Why the 31 got its own dial
For decades the Datejust 31 was the mid-size, a 36 scaled down. In 2021 Rolex gave it dials the other sizes do not get, and the floral motif is the one that stuck: a field of small stylised flowers stamped into the dial, with a stone set at the centre of each, in colours from olive to this blue. It reads as pattern from across a table and as jewellery up close, and it is why the 31 now shows up in searches on its own rather than as the small 36.
The rest is the modern Datejust: a fluted bezel in white gold because steel cannot be cut to that pattern and keep its shine, the Jubilee with the hidden Crownclasp so the bracelet runs unbroken, and the calibre 2236 built for the smaller case with a silicon hairspring and about 55 hours of reserve.
Reading the listing
The seller gives the reference and the size, 278274 and 31mm, and the dial as blue floral, which together pin the watch down: white Rolesor, fluted bezel, floral dial. The rows add made in Switzerland and the hidden Crownclasp, and the condition, Excellent with faint scratching to the hardware. The photograph confirms the fluted bezel, the stones on the flowers, the Cyclops date and the Jubilee. No box or papers are mentioned, so assume neither and ask.
The calibre, reserve, water resistance and dates here are Rolex’s published figures for the 278274, not measured on this unit. Rolex’s floral dial is described by Rolex as set with diamonds; the listing says floral only, so ask the seller to confirm the stones.
Buying it pre-owned on Amazon
Rolex is pre-owned only on Amazon. This unit is sold by What Goes Around Comes Around through Amazon Luxury Stores, authenticated by the seller with Amazon’s 30-day return window on top; it is one piece, and when it sells the listing goes away, so the second button opens the live search for women’s Datejust 31s.
Steel Datejusts have resold close to what people paid for them for a long time, sometimes more, sometimes less; that is a pattern, not a promise, and nothing here is investment advice.
Specs
- Reference
- 278274
- Case size
- 31mm
- Case material
- Oystersteel with 18k white gold fluted bezel (white Rolesor)
- Movement
- Automatic, Rolex calibre 2236, quickset date
- Caliber type
- Rolex 2236, Superlative Chronometer
- Crystal
- Sapphire Crystal, Cyclops
- Water resistance
- 100m (10 ATM)
- Power reserve
- About 55 hours
- Complications
- Date
- Origin
- Swiss Made
Specifications as published by Rolex. We research from manufacturer documentation and published sources rather than hands-on testing. Researched 2026-09-13.
Verdict
A current-reference Datejust 31 with the blue floral dial and fluted white gold bezel on a Jubilee, pre-owned on Amazon: the women’s Datejust people search for, with the dial that made the 31 its own size.
Strengths
- The 2021 floral dial, the 31’s own design
- White gold fluted bezel, Jubilee with hidden Crownclasp
- Calibre 2236, about 55 hours, current reference
- Amazon’s return window on top of the seller’s authentication
Trade-offs
- No box or papers mentioned; ask
- The listing does not confirm the stones on the dial; ask
- Faint scratching to hardware noted
- 31mm is a specific size; try one on if you can
Buy it if
Someone who wants a women’s Datejust that is not the plain one, in the current reference.
Skip it if
You want box and papers, a plain dial, or a 28mm or 36mm case.
FAQ
Rolex describes its floral-motif dials as set with diamonds at the flower centres. The listing says only blue floral dial; the photograph shows set stones. Ask the seller to confirm before buying.
Compare
RolexDatejust 31 278274 (steel, white gold fluted bezel, blue floral dial, Jubilee) vs Datejust 31 78274 (steel, white gold fluted bezel, meteorite diamond dial, box and papers)
RolexDatejust 31 278274 (steel, white gold fluted bezel, blue floral dial, Jubilee) vs Datejust 31 68278 (18k yellow gold, white Roman dial)
RolexDatejust 31 278274 (steel, white gold fluted bezel, blue floral dial, Jubilee) vs Datejust 36 126234 (steel, white gold fluted bezel, black dial)Sources
- Rolex Datejust 31, official collection page
- Amazon Luxury Stores listing (What Goes Around Comes Around, pre-owned), read 2026-09-13
Researched and last updated 2026-09-13. We do not test watches in hand; every figure above is traceable to the manufacturer or the sources listed here.
Rolex Datejust 31 278274 (steel, white gold fluted bezel, blue floral dial, Jubilee)
Reference 278274 · $10,000–$25,000
Prices and availability change; the band above is a research figure, so check the current listing.
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