Is the Rolex Datejust 31 (Ref. 278274) worth it?

WatchMerit currently rates the Ref. 278274 a Hold. Steady mid-size seller with strong resale.

Any offer between $13,206 and $15,194 is considered a fair price — that's a ±7% band around the median. Below that range is under-market; above it is overpriced.

Full-set examples (box, papers, unpolished) sit near the middle of that range. Watch out for missing papers or heavy polishing — expect a 5–15% discount from median in those cases. International grey-market listings can look cheaper but almost always add GST, import duty and freight once landed.

Every live listing on WatchMerit is auto-labelled Under Market, Fair Price or Overpriced against this band, so you never have to guess.

Steady mid-size seller with strong resale. Collector demand is currently Medium — Growing female + smaller-wrist demand.

Buying new from an authorised dealer typically involves a wait of about 1 year (Datejust 31 typically 6–12 mo wait). For most buyers, the secondary market is the realistic route.

Historical secondary-market prices for the Ref. 278274 have appreciated approximately 32.7% from the earliest tracked year to today, indexed from public market data, auction results and Australian dealer trade sheets.

Indicative only. Not financial advice. Past performance does not guarantee future returns.

A benchmarked reference on the WatchMerit market index. Detailed editorial notes coming soon.