Influencers and Resellers Are Turning Empty Boxes Into Big Cash
A secondary market has emerged for empty luxury packaging, with collectors and resellers paying high prices for boxes from brands like Rolex and Hermes. While some use these for staging or resale value, others are used in scams or to facilitate the sale of counterfeit goods.
Why it matters
This trend illustrates the intersection of influencer culture, luxury branding, and the risks of online retail fraud.
But look what they’re joined by in that elite bracket: a Bottega Stardust Sparkling Rosé bottle and box (listed for $8,105), the box for a 1980s Rolex Explorer 1016 ($3,850), a “rare” Hermes Bolide box from Japan ($3,450), and a Suntory Hibiki bottle and box ($3,000).
One big reason for this is that buyers are paying big bucks to acquire the original packaging for an item they want to auction off; selling the collectable with an original box almost always boosts the resale price. For high-priced items—a secondhand Rolex Explorer 1016 sells for between $19,000 and $52,000—spending a couple grand on an original box is a worthwhile investment. It’s not just collectibles either; even for items like a Dyson Airwrap or Nintendo Switch, it can make sound financial sense for a seller to track down the original packaging.
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