Pop-up watches are very collectable. In the 80’s and 90’s, there were many floating around. This watch was a mail order promotional item from DelMonte. DelMonte teamed up with Alvin and the Chipmunks , who at the time, had a cartoon show. It’s interesting in a couple ways. First, the pop-up button is the DelMonte snack cup that Alvin is holding. Next, incorporating the cartoon holding the product is a great marketing idea. I saw this same watch in a thrift store in Texas with a $45 price tag on it. That was in 1999 and it surprised me back then. Once again, if you come across a promotion for a wristwatch such as this one, try to get more than one.