The New Green Rolex Box That We Needed

Since the beginning of 2025, Rolex has not STOPPED surprising us.

The latest hot new is that Rolex has unveiled a significant redesign of its iconic watch packaging, set to debut in 2025 and become standard across all models by 2026.



This update marks a notable shift in both aesthetics and environmental responsibility, reflecting the brand's commitment to sustainability and modern luxury.

WHAT IS NEW?
1. A Fresh Look: The New Green Outer Box

Departing from the traditional cream-colored box, Rolex introduces a vibrant green outer packaging adorned with a gold-foil stamped crown logo.

This change aligns with Rolex's brand identity, as green has long been associated with the company, symbolizing freshness and renewal.

We saw this new outer box and we loved it! 
Our opinion is that a darker box will "maintain" a cleaner look, compared to the previous box that had an outer beige color, that was easier to scratch or see signs on.
Also, the green choice adds a "more expensive" vibe to this box, enhancing the Rolex effect that we love. 

2. Refined Inner Box Design

The inner box retains the signature wave pattern on the lid but now features a more pronounced and horizontal design.
Inside, the structure has been streamlined with sharper angles and a more angular layout, replacing the previous rounded contours.
Notably, the semicircular notch used to open the interior flap has been replaced with a horizontal slit, offering a sleeker appearance.

Our opinion is really positive also on the inner box, we feel it way smoother at the touch and it seems to be done with a more sturdy and durable material. 

3. Commitment to Sustainability

Rolex's new packaging underscores a significant move towards environmental sustainability. The updated boxes are constructed using eco-friendly materials, including sustainable plywood, recycled cardboard, and recycled leather.

This shift reduces the use of petroleum-based plastics from 92% to just 6%, leading to an annual decrease of 500 tonnes of plastic. Additionally, the new design is 12% lighter, contributing to a reduction in transport-related CO2 emissions.

SOME OTHER THOUGHTS ABOUT THE BOX:

Has it Been Done To Fight Against Counterfeits?

Beyond aesthetics and sustainability, the redesign serves a functional purpose in combating counterfeit products. By updating the packaging design, Rolex provides collectors and customers with a new reference point for authenticity, making it more challenging for counterfeiters to replicate the brand's packaging.

Was it Worth The Investment?

The transition to Rolex’s new eco-friendly packaging likely required a substantial upfront investment, considering the switch to sustainable materials, redesign efforts, and updated production processes.

However, this move appears to be a strategic long-term investment rather than a cost-cutting measure. By reducing plastic use by 500 tonnes annually and improving shipping efficiency with lighter boxes, Rolex not only supports its environmental credentials but also positions itself favorably among increasingly eco-conscious luxury consumers.

While the exact financial cost hasn't been disclosed, the reputational and environmental benefits strongly suggest that the investment is well-justified.

Looking Ahead

The new Rolex boxes are expected to roll out globally in 2025, with full implementation across all models by 2026. This redesign reflects Rolex's dedication to innovation, sustainability, and maintaining its esteemed position in the luxury watch market.

Do you like this new box from Rolex? Let us know in the comments!