The Luxurious Rolex Datejust Watch Alternative That's 20 Times Cheaper And Nearly Identical

When Rolex released its first Datejust model in 1945, it was the first wristwatch to include the functionality to automatically update the display of the day of the month at midnight. It was also waterproof and was a self-winding automatic watch that was powered by the movement of its wearer. Today, retail prices for a new Rolex Datejust, as of August 2025, range between a costly $7,300 to a staggering $53,000 depending on the model, putting them out of reach for most watch enthusiasts.

But there are watches that look quite like a Datejust but are much more affordable. One of them is the Bulova Surveyor, and its 39 mm models include a Japanese Miyota 21-jewel automatic mechanical motor and a Cyclops-style date window that gives it a similar appearance to a Datejust. And with retail prices listed on Bulova for between $340 and $525, these Bulova Surveyors are nearly 20 times more affordable than a Rolex Datejust.

The Bulova Surveyor watch comes in at least 20 forms, including the Bulova Surveyor Classic, a quartz powered wristwatch that resembles a luxury Rolex Day-Date but retails at about $300.  In terms of the 39 mm mechanical Bulova Surveyors with date windows, Bulova lists nine reference lines (all water-resistant up to 30 meters) that were unleashed in 2024 and 2025. The 98B422 reference line, with its rose gold-tone accents, were a hit with Esquire, which listed the Bulova Surveyor as part of its 15 Best Automatic Watches Our Editors Are Loving This Summer in June 2024.

But what really makes the Bulova Surveyor a hit is its resemblance to a Rolex without costing thousands (or tens of thousands) of dollars. And while the Surveyor isn't quite the same as Rolex models like the GMT-Master II, which has an exceptional resale value of more than $100,000 or the vintage Rolex "Double Red" Sea-Dweller that can be worth $75,000, it's a sophisticated, well-made watch that looks pricier than it is. This is precisely why more affordable brands have become popular, such as the Timex Legacy Day & Date, a Rolex Day-Date alternate that's under $200.

Bulova makes reliable watches, and, incidentally, is an older company than Rolex. Bulova was founded in New York City in 1875 while Rolex started in London in 1905. Indeed, Rolex, which later moved to Geneva, Switzerland, came out with the Datejust in 1945 in celebration of its 40th anniversary.