The present disclosure is directed to a packaging and display system for a wristwatch. The system includes a support panel, a wristwatch and an accessory, the accessory being capable of augmenting the appearance and enjoyment of the watch. The support panel has a front surface that defines several display locations. A first display location releasably supports a wristwatch in a manner such that a wristband associated with the wristwatch is maintained in a supine position. A second display location releasably supports an accessory, the accessory being adapted and configured to be releasably mounted on a wristband. The front surface also defines indicia for aligning the wristwatch to the first display location and for aligning the accessory to the second display location.