I've had this kit for a few weeks now, and have used it to service most of my watches.  This is a pretty comprehensive kit for most jobs, and the tools included are all good-to-excellent quality.

At first I thought the spring bar tool was too small, but I found its small size makes it easier and more precise to work with.  The case wrench is good quality, solidly build, and has fine adjustment for safe opening of screw-on watch backs.  With the assorted interchangeable teeth, I was able to get all of our watches open - including a Fossil that has been very difficult in the past.  I'm liking this wrench more than the others in my collection.  The watch band link-pin removal tool works very well.  I initially had reservations about it being resin, instead of metal, but it managed to remove some stubborn link-pins without any problem.  I felt more comfortable using this than the pin-punches and hammer (though the included pin-punches and hammer are very good quality).  The case-prying tool, assorted screwdrivers, the tweezers, and the pliers are all good quality for the price - not special, but they do the job just fine.  About the only component that I am replacing is the watch band holder.  The included one is good for the price, but I have a heavier one that I personally like a little more.  Still, I think this is the best assortment of tools of any kit I've compared.

My second-favorite part of this kit is the case that is designed to hold everything neatly.  I own one or more of each of these tools, that I've bought individually, but they're hard to travel with because they don't fit together in a compact case like this kit does.  I'll still keep most of my other tools, but I think I'll use this kit a lot more often because I don't have to pull out a large tool box every time I want to do a quick job.

Out of everything in this kit, I think the best part is the illustrated manual.  I have lots of guides on how to use various watch tools, but this manual was specifically made for this kit - all of the photos and illustrations specifically feature the tools included in the kit.  This helps eliminate some vagueness when using a generic guide, and I also like that it's all consolidated into a single small booklet (as opposed to my folder of various printouts). The North American English guide is well written, with proper grammar and punctuation (something you learn to not take for granted with many other imported tools).  The guide is very concise, and covers most common watch maintenance, repairs, and modifications.  I've learned most of these techniques via trial-and-error, or downloading guides online, over the years...  I think this guide does an excellent job of compiling most of this wisdom in a very handy and easy-to-follow illustrated booklet.

I genuinely wish I had gotten this kit and guide years ago.  This would have made my entry into watches a lot easier.  The tools are all quality - many exceeding my expectations, given the value-price.  The kit itself holds together nicely, making it very convenient.  The illustrated guide is excellent, and is probably worth the price alone.  If you're just starting, I would highly recommend this kit as your first tool set.  Even for a seasoned horology vet; this is a quality buy for the money as a secondary "convenience kit" that you can easily stash in a drawer, or as a compact kit for travel.