Rolex · Datejust
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Rolex Datejust, Yellow Gold, 31mm case, Champagne Diamond dial, Fluted YG bezel. Circa 1990. Custom / aftermarket-modified — not original factory condition.
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This Rolex Datejust, reference 68278, is a 31mm case in Yellow Gold used condition, featuring a Champagne Diamond dial, a Fluted YG bezel, a President bracelet, dated circa 1990. This piece is customized — aftermarket-modified (setting or dial added outside the manufacturer); not original factory condition. Priced dealer-direct and shipped fully insured.
Size sets the table here. The 26mm and 31mm skew smaller and female-oriented, the 36mm is the unisex benchmark, the 41mm wears sportier on bigger wrists. Materials step from Oystersteel to two-tone Rolesor to solid gold, each tier a real price jump. Fluted, smooth, or gem-set bezels move the number too. Box and papers lift premiums, and the spread spans $3,539 to $32,200. Read the full Datejust buying guide ›
Few brands move like this one. Founded by Hans Wilsdorf in 1905, Rolex became the benchmark other mechanical watches answer to, with early breakthroughs in waterproofing, automatic winding, and date complications. Precision and durability carry the name. Recognition is near-universal. Supply never catches demand, and steel sports models routinely clear retail on the secondary market, which is exactly why dealer-direct numbers and wire savings matter when you buy. Browse all Rolex ›
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