Some years ago my wife gave me a dress watch.  I never paid any attention to the brand until a month ago when it needed a new battery.  It was a relatively inexpensive Armitron.

When my Timex Ironman battery died I got a new battery but must have damaged some little pin putting it back together and couldn't change the time.  Ironman watches are around $40 and I don't really need a watch in the shop, so I looked at Armitron.  Got one for less than $15 that works fundamentally like the Ironman.