Rolex Datejust 31mm White 278275

White Dial

Limitless freedom

Lacquer offers exceptional freedom in colour creation, combined with rich intensity and a perfectly smooth finish. The process begins by carefully applying multiple ultra-thin layers of lacquer onto a solid brass base plate.

A colourless varnish is then added to enhance depth and brilliance, giving the dial its luminous character. Once fully dried, the surface is meticulously polished to intensify the colour and achieve a flawless shine.

The dial is then precisely pad-printed and fitted with applied elements, completing a refined surface that reflects precision craftsmanship and elegant simplicity.

Fluted Bezel

A signature of Rolex craftsmanship

The fluted bezel is one of the most distinctive elements of Rolex design, representing precision and timeless elegance. Originally, its fluting served a functional purpose—it allowed the bezel to be securely screwed onto the case, helping ensure the watch’s waterproof construction.

This detail was mirrored on the case back, which was also tightly fastened using specialized Rolex tools to guarantee sealing and protection.

Over time, this practical feature evolved into a defining aesthetic signature. Today, the fluted bezel stands as a mark of Rolex identity and refinement, crafted in gold on the Datejust 31 as a symbol of enduring distinction.

18 ct Everose Gold

An exclusive patented alloy

To preserve the enduring beauty of its pink gold timepieces, Rolex developed and patented its own exclusive 18 ct Everose gold. This special alloy is created in Rolex’s in-house foundry, ensuring complete control over quality and composition.

Introduced in 2005, Everose gold is engineered to maintain its warm pink hue over time, resisting fading and preserving its elegant appearance.

Today, 18 ct Everose gold is used across all Rolex Oyster models in pink gold, reflecting innovation, precision, and timeless luxury.

The President Bracelet

The ultimate expression of refinement

The design, development, and production of Rolex bracelets and clasps combine advanced engineering with precision craftsmanship, supported by rigorous testing to ensure outstanding durability and performance.

Alongside technical excellence, each component is carefully inspected by eye to achieve flawless finishing and perfect aesthetic harmony.

Introduced in 1956 for the launch of the Oyster Perpetual Day-Date, the President bracelet features elegant semi-circular three-piece links. Crafted exclusively from carefully selected precious metals, it delivers exceptional comfort while representing the highest standard of refinement and prestige.