All good points, but they should have selected a non novelty grade movement to start out with. Landfills and warehouses are filled with this type of corporate vanity product that failed to deliver.
Beyond that, Timex is a brand name relegated to disposable $20 watches. Trying to fluff up their mind share with a poorly made and laughably priced product is not going to work out for them.
The point of this watch is that it's assembled in America with decent labor conditions. I think that's probably why they went with a Swiss movement rather than one from Seiko or Citizen. Perhaps Seiko's environmental and labor practices are part of the reason their watches cost less.
Beyond that, Timex is a brand name relegated to disposable $20 watches. Trying to fluff up their mind share with a poorly made and laughably priced product is not going to work out for them.