I must have looked at a dozen or more Lego watches.  I would have sworn they were rubber.  This one is not; it's plastic.  It's been dropped a few times and has survived thus far.  My 4 year old goes through phases of wearing it so it's not a 24/7 thing for him.  What's nice is you can take each piece (color) apart and arrange it in whatever order you want, other than the two black pieces that make up the clasp.  I like that it isn't character specific, like Star Wars, Toy Story or Cars, nor is it outrageous colors that will never go with anything.  I think you can also mix and match with pieces from other Lego watches (as long as they aren't rubber) so if you have a broken one or want a different face, it's nice to be able to mix it up. Also, I like the analog face so that my son can learn to tell time the REAL way and not just digitally. I only gave it 4 stars because the plastic is hard and he sweats under it.  I think that's the main reason my son won't wear it.  For the price, though, it's a great watch, especially for little ones learning to tell time.