The ‘Amazon’s Choice’ Watch Collection - How Bad Is It?
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Should you follow the herd when building your watch collection?
Should you trust Amazon to build your watch collection? Well, today, we’re going to find out.
I’ve bought an entire watch collection comprising solely of ‘Amazon’s Choice’ recommendations; the special picks that Amazon places at the top of the page, with the special label attached.
Does this tag mean anything? Are these watches actually any good?
Well, I sure hope so, because last time I tried this, things didn’t exactly go to plan.
Back in 2022, I looked at two ‘Amazon’s Choice’ pieces from Stuhrling Original and they were some of the worst watches for the money that I’d ever come across, with extremely crude construction, exaggerated MSRPs and even a fake ‘in-house’ movement that was actually a rebadged Chinese one.
It was a miracle they were ever recommended; you’d have been better off buying almost anything else on the site.
I sure hope Amazon’s recommendation system has improved, because today I’m bringing you not just one or two, but seven watches I purchased for the sake of this post. That’s one watch for each of the seven categories you can see on screen; in essence, it’s a mini watch collection covering all bases.
The Categories
Chronograph
Digital watch
Dive watch
Dress watch
Field Watch
Pilot Watch
Sport watch
For each of these I opened an incognito tab, to ensure my previous purchases didn’t affect the results, typed the watch style into the search bar, and bought the ‘Amazon’s Choice’ item, no questions asked.
As for what the Amazon’s Choice actually means, well, according to Amazon, they’re picked due to being “highly rated, well-priced and available to ship immediately. They are also, on average, delivered faster and returned less frequently than alternative products. Amazon’s Choice highlights products we think customers may like.” Apparently, brands can’t pay to receive this award either. This badge seems to be called ‘overall pick’ in countries like the US; more on those later.
So, let’s see what the boys, or bots, at Amazon have chosen for my watch collection.
Chronograph
Starting in alphabetical order, we begin with a chronograph.
Introducing the Sekonda Jenson, which cost me a mere £39.99. If you live outside of the UK, this may not ring any bells, but here in the UK, Sekonda has been a mainstay of high street shelves for a few decades now. Founded by a Soviet company in 1966, they no longer have any Russian ties, with all their watches instead being produced in Hong Kong since 1993.
With a surprising history, you’re probably wondering why you don’t hear much about this brand on YouTube. Well, I always suspected it was because their watches sucked; mainly because I always thought they looked cheap in shop windows. So, I was quite excited to put that theory to the test. Sadly, this post isn’t like the Star Wars sequels, where I ‘subvert your expectations’ over and over. No, I’m afraid even for forty quid, this watch is a waste of money.
The out-of-the-box feel is nothing short of horrendous. I mean, the packaging itself is actually quite pleasant, but the watch within makes my old Hot Wheels cars feel hefty in comparison. The bracelet is as jangly as a box of nails, and the whole package feels confusingly light, considering the large size of the watch. At roughly 43mm across, you’d expect a weighty feel. Alas, it’s closer to a toy in the hands.
Part of that is because the case is actually constructed of brass, which is inferior to the industry standard 316L stainless steel used by most brands.
True, you’ve got to be realistic and temper your expectations for budget products, and if you’ve bought a Sekonda in the past, you may even feel aggrieved that I’m calling them out. But if you think Sekonda watches are good, you’re going to be mindblown by what else is out there these days. Watches like this were left in the dust many moons ago when the Chinese manufacturers started selling directly to customers, offering far more value, more on those in a moment.
As far as the rest of the Jenson goes, the case and bracelet don’t match because one component is brass and the other is steel. While not hideous, the dial is extremely basic, evident by the fact that everything is so flat, and the hands each fall way short of their respective markers. The whole design looks very generic, too, though this piece does have some limited upsides. It may be terribly built, but the bracelet at least offers a plethora of micro-adjustment holes, and the 50m of water resistance is pretty solid for a watch at this price. I don’t think the bezel looks too bad, either.
Oddly, it also has a domed mineral crystal on the top. I’ve noticed, in recent years, that more and more cheap brands have started using this almost as a cheap parlor trick to try and make their dogshit watches look more expensive. It’s easy because these very lightly curved mineral crystals cost only a tad more than the flat ones and can add some flashiness, but more often than not, they simply ruin legibility by picking up a ton of room reflections, just like this one.
In essence, it’s a goodie bag watch, and I think your money is far better spent on other watches or nothing at all.
Interestingly, the Amazon US pick is the much more capable Orient Mako Solar Chronograph. This is far superior in terms of looks, functionality, and construction, though it is considerably more expensive.
If you want something closer to the price of this Sekonda, I’d recommend instead looking at the likes of Casio or Lorus, who make steel chronographs for just a little more money. You can even consider Chinese brands, like Pagani Design and Addiesdive, which sell on either Amazon or AliExpress and completely embarrass this Sekonda in terms of price to performance. If you like Sekonda watches, you’ll be blown away by the gulf in quality.
Digital Watch
Now, I expected this one to be a no-brainer. It’s gotta be a cheap Casio, right? Right?! Somehow, no! No, Amazon’s choice is the £8 Hanposh watch. I’m not kidding; here it is...the ‘Hanposh.’ Well, supposedly. The product description features many references to Biden watches, which filled me with dread after my previous review of that brand, though the watch dial also says ‘Lenqin’ on it. Hanposh? Biden? Lenqin? Who knows what’s going on?
Either way, the watch itself is...surprisingly passable. For £8, any kind of functional watch would probably qualify as a success, but I have to say, this is much better than I expected. There’s no chance I’d take it over a Casio F-91W, but this Hanposh is surprisingly adept.
The digital display is massive and easily readable from above, which could be helpful if you have poor eyesight; though the viewing angles are an abomination, it’s completely illegible just a few degrees off-center, which isn’t great, but I guess it’s also not a complete deal-breaker. The functions are intuitive and easy to use, like a Casio, and the backlight is also better than some models, including the F-91. Perhaps the biggest surprises are the case and strap. The silicone band is comfortable and has a ton of adjustment holes, while the case is much slimmer than I expected. It’s still some form of plastic, as you might expect, but the watch isn’t nearly as clunky as I thought, considering the 43.7mm diameter.
The caseback is sealed with four screws, like many other digitals, and Lenqin is also claiming a 5atm water resistance rating to boot; though I wouldn’t go pushing the limits of that, if you can help it! On the top is a piece of mineral crystal too, which is more scratch-resistant than the acrylic usually used in this price range.
Design-wise, I guess they’re going for the whole faux-sports watch or smartwatch thing and I have to say, they haven’t done badly at all. Now, I think some of the Casio models are still a much better bet, with a much more proven track record, especially those with a good backlight or a mineral crystal; in the US, the F-91W is Amazon’s pick. However, this Hanposh isn’t that bad either, and I can see why some people may prefer this one, especially given its larger proportions. It’s probably dropshipped, so you may be able to get this even cheaper under a different brand name elsewhere.
Dive Watch
Things take a more familiar turn when we head to dive watches. This one actually is a Casio; the MDV-106, to be precise. This fan-favorite, also known as the Duro, has been the best-value quartz dive watch for many years at this point. It looks pretty good; it’s got decent case finishing, a hefty feel, and very strong water resistance. It’s got the basic specs you’d want in a watch, including steel housing and a mineral crystal, and these days, it’s available in more colors than ever before, as well as extra versions under the MDV-107 designation, which is the same watch, just without the Marlin fish logo. If you’re looking for a hardy dive watch for very little money, Amazon is bang on the money here, as the MDV-106 is a strong choice that you can rely on, so long as you can tank its wide 44mm sizing, that is.
Interestingly, Amazon US strays from this pick, instead opting for the lesser-known MTP-S110. This solar dive watch is one I’ve also reviewed before, and it bears some resemblance to the Duro, with a similar case and dial. While it has some functional advantages, it makes two sacrifices to achieve this; a fixed bezel and reduced water resistance. It’s still good, but I prefer the Duro. I’ve got a full post comparing the two here.
Dress Watch
Here’s the Amazon’s Choice ‘dress watch’, the OLEVS N-G3613-HH. Now, straight out of the gate, this looks much more like a sports watch than a dress watch to me, given it’s basically an AP Royal Oak Clone. But, when I searched ‘sports watch’, Amazon just gave me a bunch of smartwatches, so I guess this will have to suffice.
According to the box, this watch has been endorsed by Hollywood movie star and ‘TV superstar’ Iko Uwai, so you just know it’s going to be high quality! True to form, the OLEVS is a borderline scam, with a trashy appearance made worse by the fact they’re clearly lying about materials.
On the listing, the seller claims that both the case and bracelet are made of stainless steel, and while that may (and I emphasize may) be true for the bracelet, there’s more chance my skull is made of stainless steel than this watch case. I mean, look at it! Not only does it not match the bracelet in the slightest, with them being a completely different tone, but the roughness of the brushing is a dead giveaway that this is not stainless steel but instead an inferior metal that doesn’t respond well at all to surface treatment. I’d guess it’s most likely a Zinc Alloy, as it feels just like the old Spaghetti Scameti and Biden watches I previously featured on Ben’s Watch Club. It doesn’t look at all like PVD-coated stainless steel, which feels much higher quality than this. My wife mistook the OLEVS for plastic at first, and I don’t blame her!
So yeah, who knows what the real specs are, but at least the design is somewhat passable, as it’s basically a copy of a popular design. The dial is much plainer than the original AP, with a tacky ‘diamante’ at the top center and, beneath it, the Rolex-inspired crown logo. It has that octagonal bezel *pauses as can’t think of anything else*
Yeah, this thing has no redeeming qualities, and that’s no surprise to me. This exact model sells for under $10 a pop on AliBaba, meaning the Amazon seller is just flipping an existing watch for more than triple the retail price. Remember, AliBaba is making a profit on this at less than a tenner! That’s how bad this watch really is! So bad in fact, that I didn’t even bother resizing it, what’s the point?
How this ever made it to ‘Amazon’s Choice’, I’ll never know, as this is in the top 5 worst watches I’ve ever covered. In this situation, just buy a Casio Edifice and be done with it. They may retail for slightly more, but boy, you’ll be getting a significantly better watch in every perceivable way. If you really want a sports clone watch like this and have a very tight budget, you should instead look at more widely known Chinese brands like Pagani Design, Addiesdive, or Cadisen, whose cheap watches actually use reasonable materials and cost more than two dollars to make! You can buy them directly on AliExpress, saving you an arm and a leg.
For this one, Amazon US picked out this substantially better Citizen dress watch. While it’s not a model I’m familiar with and seems to be one of Citizen’s most basic offerings, there’s a 99.9% chance it still puts this OLEVS to shame.
Field Watch
Thankfully, things improve substantially when looking for field watches. For this one, Amazon selected the Lorus RJ655AX9, a phenomenal budget choice that’s just under £50. Unlike the last one, this piece actually has a blasted steel case, as well as big water resistance and a reasonable strap, all packed into its compact 36mm housing.
This Lorus even comes with a secret feature. When the lights go out, the dial comes alive with a bright, radiating green display, thanks to the Lumibrite surface paint. It’s really fantastic and solidifies this as a truly capable field watch for those on a budget.
While it’s not the fanciest and only uses a simple quartz movement, this little Lorus is easily the most well-rounded field watch in its price range (together with its titanium-cased sibling), with alternatives from the likes of Timex falling short in materials and proportions. This piece suits being small, not to mention it’s extremely thin, reducing the chance of impacts, as a field watch should.
Lorus watches are harder to get in the US, for whatever reason, so over there, you’re kind of stuck with the similarly-priced, albeit lesser-performing Timex Expedition Scout, which is okay but lacks the highlights of the Lorus; notably, the case is only brass, which is a bummer, though it does have an Indiglo nightlight, which is a good substitute in low light.
Pilot Watch
I had no clue what pilot watch Amazon would select going into this. There isn’t really a staple model at the lower end of the market, which, as you’ve probably worked out, is where ‘Amazon’s Choice’ products tend to be.
What I ended up with was...oh god. What on earth is this case? That’s what I asked myself immediately upon unboxing this watch. I hope they’re deliberately going for that pre-aged look, because that’s certainly what you’re getting with this model. It’s the Mil-Tec WW2 Black Vintage Pilot Watch. Before making this post, I’d never heard of Mil-Tec, but apparently, they’re a brand of the German Sturm wholesale company, which I’ve also never heard of. While they may be German and while the watch looks just like an old Wehrmacht Flieger design, the watch doesn’t say ‘Made in Germany’ anywhere, so I’m assuming this is still manufactured in China, especially for a price of just over £40.
Despite this, it really does look like something from World War Two; predominantly because of the very peculiar case finish. It has a tumbled or mottled look, exacerbated by the fact that the majority of the housing is made of brass, which tends to show its age quicker than stainless steel. Now, I’ve reviewed brass watches before, but this is the first time I’ve seen one with such an extreme finish. I don’t love it, but I don’t hate it, either, as it does look quite convincing.
As for how it will age over the long term, I’m not entirely sure. Most low-end brass watches have a chromed surface to mimic stainless steel, which can chip and scratch easily.
I’d hazard a guess that this Mil Tec, with its more raw, natural approach, may hold up better over time, given it already looks battered straight out of the box. It also matches the military theming, which helps. Would I take this over a steel watch? No. Would I take this over a glossy brass watch? Probably, yeah.
The rear of this Mil-Tec appears to be steel, but sadly, water may still prove troublesome, as this watch’s 30m water resistance rating is the lowest designation commonly found in watches, usually indicating only light splash resistance. That said, Mil-Tec is known for creating a range of other military gear, so perhaps their testing procedures are more rigorous than those of other brands, and their ratings can be better trusted.
The strap features a buckle echoing the same tumbled metal, though the strap is only made of rudimentary leather, presented in a belt-like thickness. It may work for combat usage, but I’m sure this will look raggy rather quickly. For the price, it’s maybe just about passable.
Atop the watch is this massively domed mineral crystal, reminiscent of many vintage pilot watches. It also has the same sort of profile, with a commanding 43mm diameter and 14.8mm overall thickness, which is pretty meaty for a battery-powered quartz watch!
I’ve read that these domed crystals were originally used, at least in such huge sizes, to aid legibility in extreme conditions and enable bigger numerals and hands, due to the magnification effect; though I can’t say that legibility is a particular strength here, despite the high-contrast design, as there are just that many reflections throughout the crystal. There are a few reasons why many old-school military watches originally used acrylic, and this is one of them. Acrylic may be more susceptible to scratches, and it may make a watch feel lighter and cheaper, but it is much clearer!
The dial here also seems to have some sort of subtle pattern, but it’s hard to make out and honestly, just makes it look dirty; not sure what they were thinking there. Oh, and the lume is pretty sucky, too.
Overall, though, I don’t think this is nearly as bad as the likes of the Sekonda or the OLEVS. I wouldn’t buy it, I don’t really like Pilots watches, but this Mil-Tec does have some redeeming features and gimmicks that give it more of a unique character. I’m not sure why it’s Amazon’s Choice, but you could do worse. I’d be more inclined to try something from AliExpress or perhaps even the Amazon US pick, which is this Casio Edifice alternative. It’s much more cluttered, sure, but it is higher quality.
Sports Watch
And then, I tried to order a sports watch. What I was aiming for was some type of integrated bracelet sports watch, something sexy and versatile, but rules are rules, and I ended up with this instead. I really should have known better! Meet the “VDSOW men’s waterproof smart watch”. Number one, there isn’t much ‘smart’ about this watch, it’s just a digital watch. Number two, this is different from what I ordered.
The watch in the product shots says ‘Skmei’ at the top, which is a somewhat well-known Chinese brand that makes Casio copies. The unit I received instead has a VDSOW logo. Whether this means Skmei is secretly making these and this seller is just dropshipping with customised branding, I really don’t know. What I do know is that their branding is nonetheless disastrous. Who comes up with this stuff, seriously? VDSOW, is that the best you could do?
Oh, there’s a third difference, too. The main product photo infers that this is a negative or ‘inverted’ display when, in reality, the watch looks like this. It’s just a standard digital watch display, and you only get the black and green effect when activating the backlight, which is quite misleading. I have to say, though, this backlight is menacing! It’s probably the brightest I’ve ever seen, all inside a watch that cost me just £12! Was it twelve pounds well spent? No, I wouldn’t go that far, but the backlight does put many Casio backlights to shame.
On that note, I’m sure there’s a high, high chance this watch is a copy of a specific Casio model. There are thousands of Casios digitals, past and present, so I’d struggle to tell you exactly which one it is, but based on Skmei’s track record, I’d be surprised if this wasn’t a clone of something. In some ways, this is the polar opposite of the Hanposh I mentioned earlier. It’s chunky and bulbous, akin to many G-Shock watches, and even has the same integrated strap retainer to hold the strap in a fixed position.
It’s got the run-of-the-mill stopwatch and alarm, though this one also has an unusual domed crystal, which I can’t see the use for on a very basic digital watch like this. I assume it’s to make it look ‘fancier’ or something?
While slightly more expensive, Casio watches are far more proven, so I’m unsure why you wouldn’t just go for the real thing; in fact, I’d probably even take a used Casio over this. Still, for £12 it’s a functional digital watch, with better viewing angles than the Hanposh. I can see it tanking a good few bumps and scrapes, but it’s not much of a looker. Amazon US again recommended the F-91W, which isn’t really what I was after either.