Abstract: This paper discusses the influence of water volume fraction, temperature, and time on the rheological properties of W/O emulsion. The W/O emulsion belongs to Newtonian fluid when the water ratio is very low. As the water concentration increases to a certain point, the emulsion becomes non-Newtonian. The higher water concentration reaches, the stronger the non-Newtonian properties of emulsion becomes. The viscosity-temperature relation of W/O emulsion whose viscosity-temperature curves can be divided into radial section and beeline section is similar to the crude oil. The non-Newtonian properties of W/O emulsion is stronger than that of crude oil. As time goes on, the variation of apparent viscosity of emulsion occures and the understanding of apparent viscosity change with time is of practical significance to oilfield.