Rolex’s New Presentation Box Is Here—What’s Changed?

Rolex has quietly revised their presentation box design. The updated packaging has yet to hit authorized dealers (ADs), but likely will soon as the design is now public. All information about the redesign, including the pictures featured, comes from Rolex's filings with the Swiss Federal Institute of Intellectual Property. While seemingly a minor update, the changes are significant to Rolex collectors (or just nerds like me) who value these kinds of details.

One of the most apparent changes is the new horizontal wave pattern on the top of the box. On the previous design, the waves swooped upward and to the right.

Inside, the surface surrounding the removable pillow now features an angular design with bevels on the sides and front, with the largest surface sloping downward toward the front of the box. This contrasts the outgoing box, which had a rounded, symmetrical slope leading to the central pillow (see red arrow). Another significant change is the removal of the semi-circle tab that once adorned the flap of the box (see other red arrow).

Rolex’s decision to periodically revise its presentation box is not arbitrary. One key reason for these updates is the proliferation of counterfeit boxes, which have become increasingly undetectable over the years. By refreshing the design, Rolex not only ensures its packaging stays one step ahead of counterfeiters but also provides collectors with a visual cue for identifying the latest official presentation box.

For collectors, these changes may seem minor (because they are), but they're valuable nonetheless for authentication purposes and staying informed about Rolex’s evolving standards. While the boxes themselves haven’t hit ADs yet, they probably will soon as the design is now publicly available.

What do you think of the new Rolex presentation box? Let us know in the comments below, and if you're looking for a box that holds more than just one watch, the Everest Watch Box is still 40% off for the holidays -- get in while there's still stock!