Passed by the Swatch shop and after considering the Sistem51, decided instead for this one..the 'Faux Fox' model SUOB709. Paid Full Retail $70. While online you can get it for $15-20 less, the savings is marginal. I rather like it and fills a niche between a classic analog dial automatic and a rugged G-Shock digital. - Something to wear and not worry. Just a casual and comfortable watch. Sadly, no water resistance so nowhere near the pool or water. I did want something more vibrant and bright, but after trying on various models...the more subdued, classic look just fits me better. Can't argue with that.