Dec 8, 201769 views

Has watch packaging jumped the shark?

I'm beginning to feel that the elaborate "triple-boxed with drawers containing a hardbound user manual" watch packaging is going too far. For less expensive watches especially I look at the packaging and wish that they had just put that money into the watch. And -- this may be a function of living in space-starved Japan -- I'm annoyed at having to decide whether to hold onto all the packaging or trash it.
I'd like the choice of being able to decide on the sort of packaging I get. Gift? O.K., maybe a nice box is appropriate, but charge me extra for it so I don't think I'm paying for others' boxes when I buy without a box.
There could also be the "YouTuber's unboxing edition," a mahogany and gold-fixtured box with Swarovski crystals inlaid, the cost of which is refunded when you post a video with x number of views.
If the watch is just for me and I'm not a watch collector type looking to get an extra fiver on eBay ten years from now ($2.00 net present value), maybe just use functional packaging that will protect the watch.
Watch companies should consider it from the point of view of the watch owner: You see the box for a few minutes, and then it becomes a storage burden. If you own any number of watches, the combined space of all the boxes is a real waste. If they reimagined what the perfect packaging might be for someone owning a few watches, it might be a high-quality customized storage sock for the watch being sold that could be used as permanent storage in a drawer without taking up much room. Beyond that, bubble wrap and a warranty card with the URL of the manual, all in a corrugated cardboard box.
Massdropbear, watchkook, and 2 others

I too like the idea of packaging with a secondary use, like the leather watch sleeves that Oak & Oscar watches come with.
I keep all the packaging in case I want to sell a piece. They can take up a lot of space. I think a travel case would be the perfect packaging. Just big enough without being too big, and very functional. Breitling does this, if I'm not mistaken.
I'm sure that there's a component of the market that cares about the packaging, or at least thinks it does, but I don't think that it affects the price that much. Packaging is a simply a proxy for concerns such as "Is this the original owner or a semi-pro watch flipper who over-polishes the merch for better photos?," "Did the owner take good care of the watch?," and so on. You can address issues like that in a less space-wasting way, such as by assiduously keeping all paperwork, keeping all removed bracelet links, buying some mini-soft box lights and working on precise product photography skills, writing honest, detailed descriptions of watches for sale, including any flaws, and building up a reputation in sales markets.
Keeping the boxes is less a monetary move and more the manifestation of a low-grade hoarder instinct. I recommend reading Marie Kondo's The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing, to work on on this, and to avoid being an enabler of others' hoarding instincts by catering to their desire for watches with boxes. If you can grok the meaning and sense of liberation behind Kondo's recommendation to trash most family photographs, getting rid of watch boxes is a breeze.
Considering that all of my watch boxes fit into two bankers boxes, I'm really not concerned about the space they occupy. I prefer being able to sell the full kit as it was purchased.
I'm less concerned about the number of watch boxes that I have, and am more concerned by the number of watches. With over 30, I may want to trim the herd a bit.
Fully agree! Or put in a package that is small & simple enough to be used as a travel case (see Aevig).
I agree. My better half told me the other day - "You need to do something with all these watch boxes. Plus I have 5 of my own form watches you've given me."
This from the woman who insists on keeping every single shoe box!
But honestly, we discussed finding a larger storage bin to hold them all and putting them in our storage unit which is somewhat absurd.
I feel the same way! I Example: The plastic bunker that the Harding Jetstream came in. I feel bad throwing in out, so I am holding onto it for maybe using it in a future project.