Rolex Datejust Retail Price: How Much Is It, and Why Does It Keep Rising?

Since its founding in 1905, Rolex has captivated countless people as a maker of luxury watches that combine outstanding functionality with equally outstanding design. Among its many models, the Datejust has earned a special place as one of the most beloved classic watches in the collection.

Introduced in 1945, the Datejust incorporates what are often called Rolex's "three great inventions." It holds its resale value remarkably well, and its sheer variety of styles is part of what makes it so appealing.

In this article, we'll walk through our top ten recommended Datejust models along with their retail prices, look at how the Datejust came to be and what makes it so appealing, and explain why its prices keep climbing. We'll also spotlight three models whose value is expected to continue rising, so be sure to read on.

Rolex Datejust: Top 10 Most Popular Models & Their Retail Price

Below, we introduce the Datejust's most popular models, breaking down their retail prices along with what makes each one so well-loved.

1. Lady-Datejust 28 Ref. 279174G

Estimated Price: $9,700 USD (tax included)

The 279174G pairs stainless steel with 18K white gold for a two-tone look. White gold tends to feel a touch more understated, making this a great pick for anyone who wants to wear their Rolex without it standing out too much.

The dial itself is fairly modest in size, but diamond indexes give it a glamorous lift. The bracelet, meanwhile, is an evolved five-link Jubilee design that keeps things elegant while sitting comfortably and naturally on the wrist.

Inside is the in-house Caliber 2236, which delivers roughly 55 hours of power reserve and features Rolex's patented silicon Syloxi hairspring. That hairspring withstands magnetic fields and temperature fluctuations remarkably well, boosting shock resistance tenfold compared to a conventional hairspring. It's also regulated to chronometer-level accuracy of -2 to +2 seconds a day—precision that outshines most competitors in the women's watch category.

Between its strong functionality and striking design, it's easy to see why the 279174G is such a hit with women, and why it's praised as a watch that works for just about any occasion.

2. Lady-Datejust 28 Ref. 279171

Estimated Price: $9,700 USD (tax included)

Produced since 2016, this model brings together stainless steel and Everose gold. Its white dial is set off beautifully by Everose gold Roman numeral indexes, a color combination that's both glamorous and a little playful, and one that's won over plenty of admirers.

Everose gold also appears on the Jubilee bracelet, where it pairs with Oystersteel to lend an elegant touch to the wrist. The craftsmanship on display here—not only in the watch itself, but in the fit and finish of the bracelet—reflects the level of care Rolex invests in every detail.

Another signature element is the fluted bezel, among the brand's most recognizable design cues. Far from being purely decorative, its grooves allow the bezel to be screwed onto the case, enhancing water resistance. This same fluting is echoed on the case back, where it serves a similar dual purpose—functional and unmistakably Rolex. With its practicality and all-day comfort, this model seems likely to grow even more popular from here.

3. Lady-Datejust 28 Ref. 279171G

Estimated Price: $11,990 USD (tax included)

This 28mm women's model pairs stainless steel with Everose gold to striking effect. Its white mother-of-pearl dial has a natural, almost luminous quality, catching the light differently depending on the angle, so it seems to sparkle a little differently every time you glance at it.

The indexes are set with 10 small diamonds, and such details really showcase the Datejust's craftsmanship. The design feels considered down to the smallest element, giving it a timeless quality that never looks dated. Inside is the Caliber 2236 movement, delivering precision and reliability that make it easy to wear day-to-day without a second thought.

Like the previous model, this one uses Rolex's proprietary Everose gold—pink gold blended with a touch of platinum, which helps the color stay true for longer. It's a warm, versatile tone that flatters most skin tones and outfits alike.

4. Lady-Datejust 28 Ref. 279174

Estimated Price: $7,320 USD (tax included)

Released in 2017, the 279174 picks up where its predecessor, the 179174, left off, while adding the newer Caliber 2236 movement. The case grew by 2mm, giving it a slightly more substantial look, though it weighs about the same as before.

Beyond the dark gray dial introduced with this model, the classic white, silver, and pink options are still available too. The pink dial mixes bar, Roman, and diamond-point indexes; some versions also feature diamonds on the white mother-of-pearl dial, or a single diamond at the 9 o'clock marker on the silver dial.

The bracelet has changed as well: earlier models used semicircular links, while the 279174 opts for a softer curve and a slimmer profile. That also makes the clasp easier to open and close, which is a small but genuinely useful detail for everyday wear.

5. Datejust 31 Ref. 278274

Estimated Price: $8,870 USD (tax included)

This 31mm Oyster Perpetual Datejust is designed to suit both men and women. It combines stainless steel with a white gold bezel, and its dial comes in a striking aubergine shade paired with Roman numeral indexes. "Aubergine" is simply French for eggplant, and the deep purple hue gives the watch a genuinely regal feel. The Roman numerals VI and IX are each set with small diamonds, adding an extra touch of luxury.

On the technical side, it's every bit as impressive: the in-house automatic Caliber 2236 offers around 55 hours of power reserve, and it's paired with Rolex's patented, high-precision silicon Syloxi hairspring.

Reliable and designed to outlast trends, it stands out for the date window at the 3 o'clock position—a small but distinctive touch. Simple, elegant, and equally at home in the office or at a formal event, it's a model that combines top-tier technical quality with a look that will never feel out of date.

6. Datejust 31 Ref. 278240

Estimated Price: $5,680 USD (tax included)

This model has a unique presence, yet it stays true to the design language of earlier Datejusts—a balance that gives it timeless appeal even today. The domed bezel that frames the dial has an elegant shape that reflects decades of watchmaking experience, and its smoother look also appeals to those who prefer it over the more traditional fluted bezel. The Oystersteel case pairs durability with shine, letting the watch's design speak for itself.

The version pictured here comes in a new mint green with bar indexes. That mint green brings a refreshing, bright energy to the whole watch, and it pairs nicely with the bar indexes for anyone who wants something a little different or a bit more fashion-forward. When paired with the Oyster bracelet, that fresh color gives the watch a sporty feel that clearly resonates with younger wearers, too.

7. Datejust 36 Ref. 126233

Estimated Price: $13,640 USD (tax included)

In production since 2018, the 126233 is one of the Datejust models that manages to feel both prestigious and reassuringly familiar. Its 36mm case comes in an impressive range of dial colors: champagne, silver, white, slate, olive green, and more, over 20 variations in all; along with a wide choice of index styles, from bar and Roman numerals to diamonds.

The silver dial shown here features 18ct gold Roman numerals, with 24 diamonds set specifically at the VI and IX positions for an extra touch of luxury. Its sunray finish—fine brushed lines radiating out from the center of the dial—creates a subtle shimmer that's hard not to fall for.

In 2021, Rolex added a new fluted-motif dial, a graphic reinterpretation of the fluted bezel pattern that brings a rich, sophisticated sheen. The bracelet comes in either Oyster or Jubilee, and the Jubilee version in particular tends to command higher resale prices.

8. Datejust 36 Ref. 126200

Estimated Price: $6,590 USD (tax included)

2019 marked the Datejust's move into its seventh generation, thanks to the new Caliber 3235 movement—and the 126200 was the model that debuted it. In 2021, a slate dial with Roman numeral indexes joined the lineup, nicknamed the "Wimbledon dial." It's become one of the most sought-after variants in the entire Datejust family.

The dial features crisp green numerals with fine outlining, giving it a polished, refined look. As with other Datejusts, the date window sits at 3 o'clock, with bar indexes at 9 o'clock. The case is made from Oystersteel, part of the 904L steel family known for exceptional corrosion resistance—the kind of material you'll also find in high-tech, aerospace, and chemical applications.

The Oyster bracelet further balances shape, function, design, and technology to maximize both durability and comfort. It also includes the Easylink system, which lets you extend the bracelet by 5mm on the fly—handy for adjusting fit with the seasons or however your wrist happens to feel that day.

9. Datejust 41 Ref. 126334

Estimated Price: $9,150 USD (tax included)

This 41mm men's model pairs stainless steel with a white gold bezel for a two-tone finish. It has more presence on the wrist than the 36mm case, but not in a way that feels overly flashy—more a quiet elegance that works just as well in the office.

Under the hood is the in-house Caliber 3225, built to make the most of the newly developed Chronergy escapement's efficiency. Beyond the white dial, blue and dark rhodium colorways remain popular. The Roman numeral dial has seen growing demand, especially in blue, fueled in part by rumors of its eventual discontinuation.

Introduced in 2018 as the fluted-bezel version of the Datejust 41, the 126334 carries a higher price tag than its smooth-bezel counterpart, and it tends to command more on the resale market as well. The combination of a fluted bezel and Jubilee bracelet has plenty of fans, and its value only seems to be climbing.

10. Datejust 41 Ref. 126300

Estimated Price: $7,230 USD (tax included)

Released in 2017, the 126300 is an all-steel Datejust with a smooth bezel and the next-generation Caliber 3235 movement inside. Backed by more than 10 patents, its newly developed Chronergy escapement keeps daily rate deviation to a minimum after casing and delivers around 70 hours of power reserve.

A glossy, thicker bezel defines the 41mm case, while the dial strikes a nice balance—easy to read, but still catching and playing with light appealingly. It's about 1mm larger than the sporty Submariner and weighs roughly 140 grams. It comes fitted with an Oysterclasp featuring Easylink, plus a buckle plate, for a genuinely comfortable fit.

All in all, the Datejust 41 is a great option for anyone with a larger build, or simply anyone who prefers a bigger watch, while still delivering everything that makes a classic Rolex a classic.

When Was the Rolex Datejust First Introduced?

The Rolex Datejust made its debut in 1945. It's often described as a masterpiece that brings together three of Rolex's greatest inventions: the Oyster case, the Perpetual movement, and the date display function. Each of these three innovations behind the Datejust is a milestone in Rolex's own history.

• Oyster case: invented in 1926, the world's first waterproof watch case
• Perpetual function: a self-winding movement introduced in 1931
• Date display function: debuting in 1945, this was the first mechanism to switch the date instantly

Oyster refers to the shellfish, and the case was given this name because its construction is every bit as sealed and sturdy as an oyster's shell—built to keep its internal components safe even underwater.

Before the Perpetual function came along, setting the time meant loosening the crown and winding it by hand. The problem was that this let water seep in, undermining the case's water resistance—and it was this issue that pushed Rolex to keep refining the design. What emerged from that effort was the Perpetual function.

With Perpetual, the watch runs continuously and keeps precise time without manual winding. Paired with the Datejust mechanism—where the date snaps instantly into place at the stroke of midnight—it's easy to see this watch as a showcase of everything Rolex's engineering has to offer.

What Makes the Rolex Datejust So Appealing?

Three things stand out when it comes to the Datejust's appeal:

• Groundbreaking inventions (the Oyster case, the Perpetual function, and the date display function)
• A design that has stood the test of time across generations
• The freedom to mix and match different elements to build a watch that's truly your own

The Datejust first arrived in 1945, combining Rolex's own inventions—the Oyster case, the Perpetual function, and the date display—into a single model. Since then, it's undergone countless small refinements, and today the lineup includes more than 80 variations.

Beyond that, its appeal comes down to a design that never really goes out of style, along with the sheer range of options. Dial colors range from the classics —black and white —to sleek blue, elegant champagne, and refined green—among many others. The indexes are just as varied: Roman numerals with a classic feel, bar indexes that are simple yet polished, and diamond indexes for a touch of glamour, to name just a few. Bracelets and bezels come in a similarly wide range, and case sizes can be chosen to suit your taste, lifestyle, or occasion—so there's a perfect size for everyone.

Put it all together, and the Datejust combines top-notch functionality with elegant design and endless variety, which is exactly why it continues to be so beloved.

Why Do Rolex Datejust Retail Prices Keep Rising?

A few different factors are driving the ongoing rise in Datejust retail prices:

• Rolex, as a brand, remains hugely popular
• Demand for the Datejust specifically keeps growing
• The broader luxury watch market has been expanding as well

First, Rolex's sheer brand power is likely a major factor behind rising prices. No other brand has quite matched Rolex's combination of cutting-edge technical skill, strong functionality, and timeless beauty. Rolex's relentless push to further refine its technology and design is evident in the Datejust, which likely contributes directly to the model's rising prices.

At the same time, the spread of information online and a growing diversity of tastes have helped more people discover the Datejust's appeal in recent years. Certain Datejust variants that lean toward the sportier look of watches like the Daytona or Submariner have seen their prices climb right alongside the broader surge in prices for Rolex's sports models.

Finally, the broader growth of the luxury watch market has pushed Datejust prices higher. Rising demand for branded watches has outpaced supply, a gap that widened further amid pandemic-related disruptions, together accelerating the upward trend in prices. All of these factors together are what's driving the continued rise in Rolex Datejust prices.

Three Datejust Models Likely to See Their Retail Prices Climb Even Higher

The Datejust lineup as a whole is currently trending upward in price, making it a compelling option from an investment standpoint. Here are three models worth watching for future price increases.

1. Lady-Datejust 28 Ref. 279171G

The Rolex 279171G is a two-tone piece combining stainless steel with 18K pink gold, striking a balance between glamour and refined elegance in a design that leans distinctly dressy. Among its dial options, the diamond-set version stands out as especially popular.

As for pricing, the current average runs around $12,350 USD, with some units reportedly trading as high as $15,440 USD. Because this market tends to be fairly active and prone to fluctuation, anyone eyeing it as an investment should take a long-term view and weigh their decision carefully.

Even so, expectations are building that the 279171G's retail price will keep climbing. Everose gold, in particular, is a rare material that's flattering against the skin and much sought-after in the market, and the dial's variety and refined design have also won it acclaim among collectors and fashion enthusiasts alike.

Between its distinctive material and undeniable sense of luxury, demand looks set to keep growing, making this a strong candidate for further price gains.

2. Datejust 36 Ref. 126233

The Datejust 126233 pairs a sense of status with everyday reliability. Its 36mm case and striking range of dial colors—more than 20 in total—are a big part of the draw, and buyers can choose between bar, Roman numeral, or diamond indexes. In 2021, Rolex added the fluted-motif dial to its lineup, and its luxurious sheen has been winning people over ever since.

Looking ahead, the 126233 is expected to see both its price and its investment value continue to rise, largely thanks to its high build quality and refined design, which keep demand strong and rarity climbing. Attention-grabbing new releases, such as the GMT in yellow gold, have also caught investors' eyes and helped push prices higher.

The numbers back this up: over the past year alone, the price has risen more than 26%, hitting a record high above $15,440 USD. That trajectory shows no signs of slowing, which is exactly what makes it so appealing to investors.

3. Datejust 31 Ref. 278240

The Datejust 278240 is one of the more closely watched models in the Rolex lineup, thanks to its sleek 31mm case and a design that never goes out of style. The domed bezel encircling the dial is a nod to the kind of understated elegance Rolex has built its reputation on.

Its Oystersteel construction brings both outstanding durability and a beautiful polish, letting the case shine at its best. The newer mint green dial with bar indexes has also caught on with younger buyers, giving the watch a look that's simultaneously sleek and sporty—the kind of versatility that tends to win over a wide range of wearers.

Its price has climbed more than 25% year-over-year, with a recorded high of around $8,650 USD. And since its retail price still comes in under $6,180 USD—making it one of the more accessible options in the Datejust lineup—it's well-positioned to continue gaining value as its popularity grows.

Taken together, these trends point to Datejust retail prices continuing to rise. That said, prices can always shift with market conditions and demand, so it's worth checking the latest information before buying.

What's the Best Way to Get Your Hands on a Rolex Datejust?

When it comes to buying a Rolex Datejust, choosing a retailer that can guarantee quality is essential. Below, we look at two routes: buying from an authorized Rolex dealer and from a specialized pre-owned retailer.

Buying Through an Authorized Rolex Dealer

The most reliable way to get a Datejust is through an authorized dealer, where quality and after-sales service are guaranteed, and regular maintenance is readily available.

Even a Rolex can develop issues over years of use, depending on how it's cared for—which is why an overhaul (a full disassembly for inspection and repair) is generally recommended about once every five years. That kind of thorough maintenance support is one of the biggest advantages of buying from an authorized dealer.

The catch is that actually getting the specific Datejust you want can be genuinely difficult. Demand is so high that authorized dealers are almost perpetually short on stock, and landing your desired model is often described as a real challenge.

In practice, securing one usually means visiting authorized dealers repeatedly and building a rapport with the staff over time. If you're fortunate enough to hear about new stock coming in, you may be able to buy at retail price—but catching that window is notoriously hard.

Buying Through a Specialized Pre-Owned Retailer

If a Datejust proves elusive at authorized dealers, a specialized pre-owned retailer opens up far better odds. These retailers typically stock everything from pre-owned pieces to unused, near-mint condition watches, and that sheer breadth of selection is a major draw.

In other words, you'll usually find more choices than at an authorized dealer, along with a better shot at tracking down rare references or true collector's pieces. That said, after-sales service and quality guarantees can vary, as some retailers may not match what authorized dealers offer. Hence, it's worth vetting a shop's reputation and trustworthiness before you buy.

If you're looking for a safe, trustworthy way to buy a Datejust through a pre-owned retailer, especially a pre-owned design you won't find at an authorized dealer, the Gallery Rare official online store is well worth a visit. Our dedicated buying specialists carefully authenticate every piece, so you can shop with confidence knowing you're getting the genuine article.

We carry many of the models featured here, plus a wide range of other colors and designs, so be sure to browse the Gallery Rare official online store.

Conclusion: Rolex Datejust Retail Prices

• The Datejust is a Rolex long-seller that first debuted in 1945.
• Its prices have continued to climb, and it's not unusual to see them trade well above retail on the resale market.
• Refined design, strong functionality, and rarity are the main drivers of its popularity.
• Rising prices are fueled by brand strength, an extensive range of variations, and strong market demand.
• Models expected to see further gains in price and value include those with rare dials or colors, two-tone builds, and discontinued references.
• Beyond authorized dealers, a specialized pre-owned retailer is a great option for anyone who wants access to a wider variety of models.

The Rolex Datejust remains one of the brand's most beloved watches, prized for its blend of strong functionality and refined design. While prices have been climbing in recent years, rarer models in particular are expected to continue gaining value.

We hope this guide helps you track down the Datejust that's right for you—one that adds a little more everyday ease and enjoyment to your life, and potentially serves as a smart addition to your long-term collection as well.

The Gallery Rare official online store features an extensive selection of Datejust models. If you're weighing a purchase based on your personal taste or an eye toward future value, we invite you to explore our Datejust lineup on the official site.

*Please note that the prices listed in our blog are for reference only and are converted from Japanese Yen (JPY) to US Dollars (USD) using the exchange rate of June 2025. Prices on the sales site include customs duties and shipping fees. Actual exchange rates may vary.