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I can't remember the brand names but last time I was looking for one I seem to remember that you can buy the same brand as the OEM ones for Tag Heuer at least so probably other manufacturers too. I can't imaging the manufacturer would have some secretly longer life batteries. I've replaced the one in my Tag twice, each one did somewhere around 5 years or 6 years. I've had the watch since December 2006, think the first replacement was 2011/2012, then sat for about a year and got replaced again last year.
I'l try again...
Do watches from manufacturers/factories have vastly different batteries to those from high street/side street battery replacement outfits?