Breitling Watch Box

Gallery Breitling Watch Box 1
Gallery Breitling Watch Box 1
October 2020
Headquarters 2540 Granges, Suisse

Breitling Watch Box - Reinventing the watch packaging industry: a sustainable watch box with upcycled materials

This Solution from Breitling aims to re-invent the way watch packaging is handled and perceived. This Solution signals a move away from traditional, mainly unrecycled and recyclable boxes to a smart, modular and sustainable Solution, delivering an upcycled and more sustainable packaging option. Breitling believes that the future of luxury is casual, inclusive and sustainable. People want brands that are approachable and that stand for meaningful values. That is why Breitling is putting sustainability at the centre of what they do.

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Key features

  • The new watch box is almost 4x smaller than the former watch box
  • The volume of the new watch box is reduced by ~70% compared to the former watch box
  • The new watch box is 100% upcycled from plastic bottles
  • Breitling is now able to ship the new boxes directly to its markets, meaning that the average distance a box travels is reduced by almost 30%
  • The smaller size has a positive impact on logistics, particularly since the box can be unfolded and shipped flat. The steps that Breitling has taken since the start of its search for an environmentally friendly watch box have meant a reduction in transpor


  • The new watch box is 54% less expensive than the former watch box
  • Less than 1 year payback time

Categories of Application

Maturity Stage

  • Medium and large scale commercialization
  • Small scale commercialization
  • Initial market commercialization
  • Prototype testing in the real world
  • Prototype testing 1:1 in the lab

Activity Region

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  • Headquarters
  • Activity

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