Patek present their watches in a substantial beautiful wooden box. A nice touch is the clasp on the box which echoes the Patek tang buckle used on their watch straps.
When watches are returned from service they can come in a small cardboard box.
If the collector's market piece is showing the watch inside of a burgundy cardboard box through a window, that is the shipping material for the piece. It is only there to make sure that the watch does not get damaged during shipping. The watch itself is supposed to be removed before display and sale.
If it is next to a cardboard box that is approximately the size of a presentation box, then it is the outer shipping box of the wooden presentation box.
hope this helps