The Rolex fluted bezel is a mark of distinction. Originally, the fluting of the Oyster bezel had a functional purpose: it served to screw the bezel onto the case helping to ensure the waterproofness of the watch. It was therefore identical to the fluting on the case back, which was also screwed onto the case for waterproofness, using specific Rolex tools. Over time, the fluting became an aesthetic element, a genuine Rolex signature feature. Today the fluted bezel is a mark of distinction, in gold on this Datejust 31.
White dial
Lacquer combines almost limitless freedom of colour with intensity and a smooth finish. The lacquering technique consists of successively depositing six thin layers of lacquer on a brass base plate. A colourless varnish is then applied to give the colour or shade all of its depth and shine. Once the varnish is dry, the surface of the dial is polished to magnify the colour; the dial is then ready to be pad printed and receive its appliques.
Everose Rolesor
Gold is coveted for its lustre and nobility. Steel reinforces strength and reliability. Together, they harmoniously combine the best of their properties. A true Rolex signature, Rolesor has featured on Rolex models since the early 1930s, and was trademarked as a name in 1933. It is one of the prominent pillars of the Oyster collection.
Model availability
All Rolex watches are assembled by hand with the utmost care to ensure exceptional quality. Such high standards naturally restrict Rolex production capacity and, at times, the demand for Rolex watches outpaces this capacity.
Therefore, the availability of certain models may be limited. New Rolex watches are exclusively sold by Official Rolex Retailers, who receive regular deliveries and independently manage the allocation and sales of watches to customers.
Time Avenue is proud to be part of the worldwide network of Official Rolex Retailers and can provide information on the availability of Rolex watches.
On our website, we use services (including from third-party providers) that help us to improve our online presence. The following categories of cookies are used by us and can be managed in the cookie settings. We need your consent before being
able to use these services. Your preferences will apply to this website only. You can change your preferences at any time by returning to this site or visiting our privacy policy.
Essential
Personalisation
Analytics and Statistics
Google Analytics
Adobe Analytics and Content Square (Rolex section)
More Options
Cookies Preferences
By authorising third-party services, you allow the placement and the reading of cookies, and the use of tracking technologies required to keep our website reliable and secure.
Essential
These cookies are required to run available services and to provide basic functions.
Personalisation
These cookies provide a custom experience on our website.
Analytics and Statistics
These cookies allow us to measure visitor traffic. They also help us understand which products and actions are more popular than others.
Google Analytics
Adobe Analytics and Content Square (Rolex section)