Abstract: A modular watch box having a base with a watch holder disposed thereon is provided. The base also includes a feature ticket plate that is selectively removable from the base. A price tab ticket is also selectively insertible into a groove formed in the base. The base is releasably coupleable to a back panel by a snap-fit closure, and a front cover frictionally engages the base and back panel to obtain a secure closure. The front cover includes a cut-out portion and the back panel includes a slit in alignment with the groove in the base in order to allow a customized price tab ticket to be inserted into the box even when the box is close. Thus, each customer (retail supplier) of a watch sold in the present box may receive a desired price tab ticket with store information as well as model number and price information provided thereon.