I could only find one reference to this watch online, which was from a dealer offering it for $45.00. That might be close to a fair value for the watch, all things considered. It's a little too "Disney" for a lot of people who are looking for something a little less conspicuous to wear everyday, so it would be most attractive to a Goofy collector who could add it to a display. In any case, it's worth a lot more than $10.00 as long as its working. Good luck!