I went to Target the other day to get my favorite “trail mix”. I say “trail mix” because trail mix implies a healthful snack, but nothing in this bag seems to denote healthy.

While browsing the aisles trying to remember what else I needed, I stumbled on this simple Timex for $24.99 (even though Target.com says $29.99). I couldn’t pass it up.

It has a clean white face, clearly-legible numbers, detachable leather straps, oh yeah, and it was twenty-five bucks. It does its job and looks handsome doing it.

I should mention I’ve been looking for a simple watch with a white face for a while now. I could’ve bought a Swiss Army Cavalry, or (for a little extra cash) there are a myriad of other options. In my opinion, however, the price-to-good-looks ratio of this Timex is unbeatable.

Don’t get me wrong, I’m a lover of fine watches. I have aspirations of becoming a collector of complex movements and connoisseur of Swiss craftsmanship some day, and obviously this Timex can’t compare to the IWC or even the Seiko. Sometimes, though, you have to admire the beauty in simplicity and frugality, as well as the sheer genius of a technology like Indiglo™.

Green watch strap from J.Crew.