If the watch was manufactured by Casio, i could fully understand their attitude.
No matter how trivial or minor a repair issue, Casio charge quite a bit of money for any repairs, and even charge the customer postage even for work under warranty.
Timex on the other hand, have been totally the opposite with me, amongst the best Customer Service ive ever encountered.
Grangers who make the reproofing products were also amazing, sending me a cheque for £153 to cover the replacement of a waterproof, where one of their products left residue marks that would not come out in the wash.
Montane were as good as gold as well.
Customer relations does not have to be an unpleasant experience, treat the purchaser of your products with the red carpet treatment, and their more likely to buy from you again.