I used to work at JC Penny and another jewelry store.
Watches at most stores typically have at LEAST a 100% markup, if not 2 or 300.
So that lovely Tissot you look at the jewelers for $600, that is on "sale" for $500 probably cost them $300. I know the Tissot T-Touch that I want
is available online for $425 and even less once in a while.
So yes, go look around, try some on, then check prices on-line. Then I would go back to a local watch store (not a chain) and negotiate. If they won't come close to your price, then go elsewhere, but you might be able to get it from a local person, who can fix it, for about the same price and not have to deal with eBay scams or shipping fees, etc.
As far as brands go, Seiko, Citizen, Tissot, Tag, all make great watches, it just becomes a status symbol.
Currently I have a Wenger (Swiss Army) that looks similar to this
but the bezel looks more like a diver's watch. I think it looks pretty similar to a Tag, if I put a metal band on it. Currently I just have a velcro one.
I found it in the basement of an apartment I moved into 7 years ago.
Recently I dropped it on the floor and the second hand fell off the axle/spindle/whatever its called.
Took it in to get it repaired, cost $15 including the new battery.
Its waterproof to 100m, scratch resistant lens, and I generally beat the heck out of it with impunity.
On the other hand, I have a dressy, gold colored seiko that is nice and thin, clean lines, no numbers, etc. The "interview" watch I call it.
I would think about when you are going to wear it, what other activities you will use it for, do you care about date, chrono, etc. Generally, if you spend more than $100 bucks, you will probably get something decent and I think 300-500 is around the sweet spot for look and functionality.
Oh, and titanium, if you like the look, it is much MUCH lighter.
On the other hand, don't knock Timex for a "work" or beater watch you can wear almost anywhere and not worry about. (or get mugged for).