• New research reveals that old packaging from luxury brands can be resold with a value of up to R3,198
  • Empty watch boxes are the most valuable pieces of branded packaging being resold, with Rolex bagging the most cash
  • Empty candle jars also featured on the top 20 list, with old Diptyque candle jars being resold for more than their original RRP

From Tiffany’s little blue box tied up in a white ribbon to the bold red on Nike’s shoeboxes, there is an element of excitement surrounding iconic branded packaging; but have you ever thought how much the boxes are worth when they’re empty?

Money.co.uk has analysed listing prices on eBay of empty luxury items such as shoe boxes and carrier bags of some of the most popular designer brands in the world to find out.

The new research has revealed that Rolex watch boxes are the most valuable old and empty packaging from luxury brands, closely followed by other watch manufacturers including Tag Heuer (2nd), Breitling (3rd), Omega (4th), and Seiko (5th).

The Most Valuable Luxury Brand Packaging


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Empty Rolex boxes come in as the most expensive packaging that’s being resold, with an average resale price of up to 3,198 ZAR.

Rolex is renowned for creating collections of prestigious watches, the cheapest watch in the Rolex collection is their Oyster Perpetual which costs R81,955, while the Rolex GMT Master II Ice is the most expensive model range in the current collection with prices starting from R7,056,125.

Interestingly, the most expensive Rolex ever sold was Paul Newman’s Daytona which sold for a record-breaking £12.9 million in 2017. So, a R3,198 box that’s branded by one of the finest watchmakers in the world seems like quite the bargain.

Photo by Laura Chouette on Unsplash

Watch & jewellery packaging is most valuable

Eight of the top 20 most valuable branded packaging are watch and jewellery accessories; the top five are dominated by luxury watch brands, while Tiffany & Co’s jewellery boxes were found to be the 11th most valuable with an average resale price of R1,019.

The iconic duck-egg blue box tied up with white satin ribbon was inspired by Empress Eugenie de Montijo, the biggest fashion icon of the 19th century, who was once painted wearing a blue gown which acted as the influence for the official colour for Tiffany’s brand. The eighth jewellery brand featured in the top 20 list is Cartier, whose red leather boxes could be worth up to R699.

The comparison website also took a deeper look at specific sectors, including beauty, and found that six of the top 10 most valuable beauty packaging were empty perfume bottles, which have a resale value of up to R999.

Dior’s perfume bottles hold the most value and place the iconic beauty and fashion house at the top of this list; as Dior famously sells one of the most popular perfumes of all time, J’Adore Dior, there’s no surprise it takes the hot spot.

The Most Valuable Beauty Brand Packaging


It’s interesting that empty candle jars also appear on the top 10 beauty packaging list

Empty Diptyque candle jars take second place with an average resale value of R999; Cire Trudon is in seventh place with packaging worth up to R479, and closely followed by the luxury scent creator Jo Malone whose candle packaging is worth up to R459.

Though you may question what anyone could do with an empty candle jar, many savvy influencers and beauty editors have taken to Instagram to show that you can repurpose them as makeup brush holders, a place to store cotton wool pads, or even as an alternative pot for your houseplants.

Photo by Johanne Kristensen on Unsplash


So, if you’re a self-proclaimed shopaholic and have hoarded your favourite branded packaging, it might be worth seeing how much money you could make off the empty boxes and cosmetic bottles you have laying around your house.

Photo by Laura Chouette on Unsplash


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