How it is built

A box is a lid, a lining and a row of cushions. The lid keeps the dust out, the lining keeps the case unmarked, and the cushions keep the bracelets in shape.

• Material: MDF

Where the money goes, and where it does not

A box is joinery. The case has to hold square, the lid has to meet it the same way every time, and the cushions have to be firm enough to keep a watch where you put it. None of that is expensive to look at and all of it is expensive to get right.

What came out of this price is everything that was never part of the watch box to begin with: the showroom shelf, the shop floor, the distributor taking a cut on the way. Selling direct removes all of it in one go, and that is the entire reason the figure above reads the way it does. You are paying for the box.

Same object, fewer hands. That is the entire trick, and there is nothing else to it.

• Sold direct — no retail margin stacked on the price
• A lid that meets the case the same way every time
• In stock and ready to ship
• Free global returns