The present invention discloses a holding device for attachment to the ear of a user, wherein a flexible connecting element arranged between an end piece and a terminal holder ensures that, even when subjected to relatively pronounced loads caused by external effects, such as for example a change in position of the head, the holding device is securely held on the ear without exerting unpleasant pressure on individual anatomical structures of the ear. By virtue of a flexible basic structure, the holding device according to the invention enables use on both ears of a user, without the holding device having to be adapted individually to each ear by a change in structure. In addition, a box suitable for storing the holding device ensures safe storage of the holding device when not in use, serves to keep the holding device ready for immediate use, and prevents deformation of the holding device caused by improper storage.