Rolex Datejust 31mm White 278278

White Dial

Limitless creative expression

Lacquer finishing offers exceptional flexibility in colour creation, delivering rich tones with a smooth and flawless surface. The process involves applying multiple ultra-thin layers of lacquer onto a solid brass base, building depth with each layer.

A clear varnish is then added to enhance brilliance and give the dial its refined shine. Once dried, the surface is carefully polished to intensify the colour and achieve a perfectly smooth finish.

The dial is then precisely pad-printed and fitted with applied elements, completing a clean, elegant look that reflects fine watchmaking craftsmanship.

Fluted Bezel

A signature of Rolex craftsmanship

The fluted bezel is one of the most recognizable elements of Rolex design, symbolizing precision and elegance. Originally, its fluted pattern served a functional role—it allowed the bezel to be securely screwed onto the case, helping maintain the watch’s waterproof construction.

This feature was mirrored on the case back, which was also tightly secured using specialized Rolex tools to ensure complete sealing and protection.

Over time, this practical detail 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 timeless distinction.

18 ct Yellow Gold

A commitment to excellence

Rolex operates its own exclusive foundry, giving it full control over the creation of premium 18 ct gold alloys. By carefully balancing elements such as silver, copper, platinum, or palladium, different variations are achieved, including yellow, Everose, and white gold.

Only the highest-quality raw materials are selected, ensuring exceptional standards from the very beginning. Each alloy is thoroughly tested in advanced in-house laboratories using cutting-edge technology before it is shaped and refined.

From initial casting to final finishing, every stage is handled with meticulous precision—reflecting Rolex’s dedication to excellence at every step.

The President Bracelet

The ultimate expression of refinement

The design, development, and production of Rolex bracelets and clasps combine advanced engineering with precise craftsmanship, supported by rigorous testing to ensure long-lasting performance and reliability.

Alongside technical excellence, every component is carefully inspected by eye to achieve flawless finishing and perfect visual balance.

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 elegance and prestige.