In 2001 I bought a run-of-the-mill Casio digital watch - model "1572" is stamped on the back. I have never replaced the battery in 15 years, yet it has run continuously. I have used the alarm and the illuminator on many occasions. Recently I took my wife's watch to a watchmaker to have a new battery after less than a year of ownership. He told me that you're lucky to get 6-12 months per battery in current models.
It shows what can be done. I appreciate that a digital display requires less power than an analog type, but are we being ripped off now by any chance?
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