Sony Ericsson and Sony Mobile made special ranges of smart watches that required premium retail boxes. Selling smart watches in electronic stores was from the beginning a big challenge since the consumers were not used to these kinds of products in the first place, and not used to buying watches in electronic stores. A watch you bought in a watch store.
Ordinary watches usually arrive to the watch store packed in bulk and wrapped in plastic and corrugated paper. In the store they are displayed behind glass. When you purchase one you get it packed in a new, nicely branded watch box.
Our challenge was the following: The electronic store did not have display places for smart watches, and they did not re-pack the watches for the customers. The original box had to be durable enough to ship a watch in, nice enough to attract the customer’s eye in the store, have a window that showed the watch, and enough communication on the outside of the box to explain the purpose of this new and remarkable smart watch.
It also had to contain big chargers, a long cable and books of documentation, and still be nice and attractive, since it was going to be compared to the usual watch boxes. Preferably it should be nice enough to be used to store the watch when not in use.