I was looking for a cheap watch that looked clean cut, simple, and easy to read.  True, there is nothing fancy about it - the materials are not luxurious compared to many other watches - but I appreciate how universal it can be.  The matte black strap, contrasted with the white clock face, makes it look sporty as well as subtle with more professional attire.  From what I've read online, removing and installing the back is easy to do (use a small, flat screw driver head to pop it out - snap it back back on); which is a relief compared to watches that necessitate a visit to a watch shop for a battery replacement or if the back accidentally came off.