Starting this summer, Seiko began phasing out the plastic packaging it had been using for its watch boxes and unveiled a new, more sophisticated look. The new packaging is designed to reflect what Seiko officials call "the overall new direction" of the watch brand, with more emphasis on product design and quality. The watch box's exterior, in a soft cobalt blue with embossed pattern and gold lettering, mimics the look and texture of suede. The box is actually constructed entirely of paper. Inside is a white, branded leatherette pillow, around which the watch is wrapped. Seiko officials say the layout of the box also is "very display-friendly." The format of the box allows Seiko to alter the color and texture of the cover paper as new collections are introduced. The boxes come in a large size for "technology" watches, and a smaller size for Seiko's other lines.