Dakota Watch is one of those little places where you're simply not sure where they get the items their selling or how long they will last. I've had friends purchase watches out of Dakota that lasted forever and a lifetime (ok, maybe not that long) while others purchased it and wore it for less than a week before it died on them.
They're inexpensive for the most part but, you get what you pay for here too.
Personally, I think you're safer going to Walmart if you're trying to save a buck and getting a watch there. At least through a larger merchant you have a better chance of returning without hassle.
The general consensus is..... buyer beware!