I love Rolex, but as they’re knowingly moving their product more upmarket, should they focus on improving their box and packaging?

I know Rolex isn’t in the same league at Patek but I think the wooden box that a Patek comes in is just so beautiful and solid whereas the Rolex box is rather light and doesn’t really feel all that premium. Heck even Omega has a nice wooden presentation box that some (all?) of their watches come in and they aren’t in the same price league as Rolex.

And I know…who looks at the box. I get that and mine get thrown in the closet with the warranty papers but it would still be nice as a presentation piece. Thoughts?