Ouch, true, underhyped even. I had this simple, stylish enough for me, just heavy enough watch, sold with 10 years battery. Not only did it take lots of damage (daily driver, never removed it but for cleaning) but the battery lasted 15 years then died a bit later. That was 100eur well spent.

Casio is a sleeper, they don't over extend and they are the best at what they do (which is to provide durable, cheap digital watches)

And graphing calculators. And audio synth. ;-)

And Citizen, maybe?