(Credit: @EverestBands/Instagram)
As the Swiss watch market continues to fight for relevance — industry data show that pricier watches but fewer units are exported from Switzerland every year — presentation boxes have played a bigger role than ever in a brand's storytelling, from exploration to exclusivity.
Still, Rolex's latest design changes for its packaging, the first in over a decade, are hardly perceptible, as reported by Coronet. But the materials used to construct the boxes are more consistent with the brand's ethos.
In a first, Rolex’s new boxes will ship with the mention indicating they are made from recycled materials. The mention will be found on the bottom side of the box and on the white outer sleeve, stating the box was “made from sustainable plywood and recycled cardboard. Covered with recycled leather.”