The Datejust is the quintessential Rolex — the reference that has defined the idea of the dress watch since 1945, and still the model that best illustrates how Rolex achieves timelessness without stagnation. The 278240 is the 31mm mid-size iteration: generous enough to wear confidently on any wrist, refined enough to disappear under a cuff, and presented here in the configuration that makes the most complete case for the Datejust’s enduring appeal. The pink sunray dial is one of those colours that photographs struggle to capture honestly — in person it shifts between blush and rose depending on the light, the sunray brushing catching and releasing warmth with every movement. The smooth domed bezel keeps the dial composition uninterrupted, while the five-piece Jubilee bracelet — Rolex’s most elegant bracelet, developed specifically for the Datejust at its 1945 debut — completes a watch that is as considered in every detail as it is effortless to wear.

• Case: 31mm, Oystersteel, smooth domed bezel, screw-down crown
• Bezel: Smooth, domed, Oystersteel
• Dial: Pink sunray finish, applied luminous index hour markers, date aperture at 3 o’clock with Cyclops lens
• Bracelet: Jubilee, five-piece links, Oystersteel, Oysterlock folding clasp with Easylink 5mm comfort extension
• Movement: Rolex Calibre 2236, self-winding, date function
• Power reserve: Approximately 55 hours
• Water resistance: 100 metres
• Reference: 278240
• Year: 2026

A 2026 278240 is as close to new as the pre-owned market offers — full remaining Rolex warranty, in unworn or near-unworn condition, with the Calibre 2236’s Syloxi hairspring ensuring long-term precision that earlier Datejust movements cannot match. Pink dial Datejusts in steel have consistently demonstrated strong secondary market demand; this example represents excellent value for a watch that is both a considered investment and an everyday pleasure.

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