I like Timex
Similar to your situation, I'm a college student and money is tight, but the bug still bites. Timex offers a lot of interesting designs for not a lot of money. Every time I'm in an outlet mall I stop by a Time Factory and have a little look-see, even if I know I'm not going to buy anything. A lot of different styles available, too, thanks to their numerous sub-brands (Nautica, Marc Ecko, Guess, etc).
I'm a big fan of Marc Ecko clothing (and sub-brands like Avirex and Zoo York), so I have a couple of Timex-built Marc Ecko watches:
^^That's one of the first watches in my collection. It's a little gaudy for my tastes lately, but I still give it some love once in a while when I'm feeling like being flashy. It's on a Guess strap.
^^Turn the focus adjustment a little bit, and we have my Super Technical Chronograph, which gets a lot of wrist time. It's really well-built, with a very nice bracelet.
^^Got this one at a Time Factory off the $19.99 clearance table
The perpetual calendar is a neat feature, and so is the full-dial Indiglo.
There's also a black face/PVD case alarm chronograph at Wal-Mart that's on sale for $45 that I kinda want to get, but I've already got something incoming, and my Luminox already fulfils the full-black color scheme. I don't, however, have an analog alarm watch yet.
I sold a Timex Expedition digital watch a while back, too. I didn't wear it very much, but it treated me well as a work beater for a long time. The battery lasted a good 7 years or so, and in fact it still powered the alarm well after the dial got too dim for me to be able to turn the alarm off
You really can't beat Timex (and Casio) if you're operating in the sub-$100 (and often sub-$50, as all the above pieces are) price range.
I'm a big fan of Marc Ecko clothing (and sub-brands like Avirex and Zoo York), so I have a couple of Timex-built Marc Ecko watches:

^^That's one of the first watches in my collection. It's a little gaudy for my tastes lately, but I still give it some love once in a while when I'm feeling like being flashy. It's on a Guess strap.

^^Turn the focus adjustment a little bit, and we have my Super Technical Chronograph, which gets a lot of wrist time. It's really well-built, with a very nice bracelet.

^^Got this one at a Time Factory off the $19.99 clearance table
There's also a black face/PVD case alarm chronograph at Wal-Mart that's on sale for $45 that I kinda want to get, but I've already got something incoming, and my Luminox already fulfils the full-black color scheme. I don't, however, have an analog alarm watch yet.
I sold a Timex Expedition digital watch a while back, too. I didn't wear it very much, but it treated me well as a work beater for a long time. The battery lasted a good 7 years or so, and in fact it still powered the alarm well after the dial got too dim for me to be able to turn the alarm off
You really can't beat Timex (and Casio) if you're operating in the sub-$100 (and often sub-$50, as all the above pieces are) price range.