Rolex Updates Presentation Boxes

Rolex is getting ready to ship new presentation boxes to its authorized dealers. That's according to designs filed by the brand with the Swiss Federal Institute of Intellectual Property. The designs were made public Friday.

The new presentation boxes include some minor cosmetic changes. The waves etched on the box top are now horizontal instead of ascending from left to right.

Inside the box, the soft beige interior no longer funnels towards the center, around the watch pillow, but slants down to one side. In a surprise change, the half-moon notch at 12 o’clock that helps pull the flap down has disappeared, according to the pictures.

(Credit: Milan Ramon/@timetrraveller)

Rolex’s presentation boxes arrive to the authorized dealers separately from the watches it manufactures. The watches are shipped securely encased in packaging often nicknamed “watch coffins.”

A leaked picture of the new Rolex box sent to Coronet reveals that the outer box is painted green, instead of the standard cream color.