Never bought a watch because the box was cool, never worn the box, never considered the box after putting it safely away. Maybe it's just me, but I couldn't give two hoots about the box that it comes in - in fact there's an argument that says that the simpler the better - that way my money goes into the watch and not the box.

I respect your opinion. I do see your point if it was lesser of a watch. But for Breitling? Nope. I feel like presentation upon arrival is very important. Being in the Cosmetic Packaging industry one thing that I can say from and advertising standpoint, the packaging does sell the product. NOT the product itself. Now do I think that is is even comparable to compare Watch and Perfumes....NO. But people still do care about presentation.

Dont get me wrong this will never stop me from buying Breitlings, because I have my next few all ready picked out ....but I just wanted to see if anyone else was ever thinking what I was thinking about last night.

The very significant difference with watches is that you very rarely see the packaging until you have already committed to buying the product. Unlike most consumer goods the packaging is completely irrelvant to the actual sale.