What is the alternative for a lady?

Has the D always been backwards?!?

Unfortunately it was 😂. Not the most logical watch.

https://www.linjer.co/collections/women-watches

I actually got my wife a Linjer to replace her DW!!!  She wanted this mens watch, with an ETA 2824-2, which she quite liked...

https://www.linjer.co/products/the-automatic

Their watches are nicely finished and high quality.

Those are very nice. Have come across those yet. Thanks a lot!!!

Check out Sternglas 

Came to say this. Sternglas, in regards to their ladies collection, is what I would recommend. I have linked it for you too. Good luck! 

I've never seen these, but they look perfect for those who "just want a single good looking simple watch that will last a long time". Going in the memory bank for sure

I would suggest looking at Tissot for something Swiss; they make models in the 28mm to 33mm range. Also, Seiko recently came out with some Seiko 5 28mm-30mm models.

Certina do some lovely ladies watches matching your criteria.  Plus, they are a class brand, IMHO.

My wife would have kept wearing hers forever.  But, then, I got her the GS SBGW289.  She really didn't have any interest in it - I got it for her, more as a present to myself than as a present for her!

But, now, she wears the GS SBGW289 all the time.  I asked her, "Oh, you prefer the GS?"  She said, "Well, not really.  It's just that on the Linjer, I have to adjust the time a few times per week.  It seems a little fast.  The GS keeps the time perfectly."

I'm guessing that ultimately she actually prefers the minimalism of the Linjer!  She probably feels a little self-conscious wearing the GS, given how blingy it is.  But, because the GS keeps better time, she wears it instead.  

Too funny.

STOWA Antea in 39mm

https://www.stowa.de/en/Antea+Klassik+390.htm

bambino?

mondaine?

My knee-jerk reaction is to build one, this was for my mom 34mm.

There are some nice seiko autos at 28mm but I might also consider quartz tank style, there are some nice reasonably priced ones out there. 

Does she want a new watch?  If not, maybe let sleeping dogs lie and spend the money on something else...

I quite like the Junghans ladies collection, a bit pricier than a DW (565 Euros), just adding a bit of colour without drifting off into garish girliness.

On the cheaper end of the spectrum (£15 or so) is this tank homage by Sanda. I mean, you merely asked for a DW upgrade, and I'm sure this qualifies.

Junghans is really great as a design object and as a historical object. But my friend is not into watches. She just wants to wear a time accessory so to say. So only characteristics matter. And mineral glass in Junghans kills me for the price. Sanda homage is cute :)))

Show me a person who doesn't want a new watch 😂😂😂

Yours looks purely amazing. I considered Seiko Tank and an homage by Casio, but wasn't entirely sold on upgrade.

Thanks, Max. This is a great option. Really how could I miss Sternglas?

Thank you for the options. I find Bambino too big for a girl and Mondaine is a bit too industrial and quirky. 

Well for this price there is a couple dozens of decent options. But I'm not buying a present to a non-watch friend more expensive than any of my own watches 😂😂😂

I've looked through the whole range of Tissot. In under 300 they are not particularly strong with smaller options. Seen Seiko as well. I have a problem with color choice there. Why, Seiko, why?

For some reason I never could find Certina attractive for me and thus skipped their ladies section. Will have to look closer. Thank you. 

Oh that is an interesting thing to look in a one watch collection I didn't even think of. Time keeping. I know, I'm ridiculous 😂. I tend to change watches every few days and set the right time before wearing. So even my horrifying +20 seconds on Vostok don't bother me a lot. Daily wear really has to keep a very good time. 

Found the best watch for her 😉

She is a Star Wars fan. And that 35mm citizen fits just right 😂😂😂

She can also check out Skagen, which has tons of options in the sub-$300 range.

https://www.skagen.com/en-us/women/watches/ 

As far as I know Skagen is a part of Fossil group so the quality can vary fr piece to piece. Also mineral crystal and unidentified quartz movement almost everywhere

Agreed, I know a number of women who like Skagen watches. (My experience with Skagen has been positive, other than the watch having a non-standard wristband.) 

That being said, I would probably direct a woman straight to AliExpress. She can buy 10 watches and keep those she likes, simply because a DW watch uses a very common design. I see many in this thread pointing towards better watches, which I would also prefer. But if she really just wants a watch like a DW, then there are plenty of inexpensive options.

Baume Mercier offers great value on ladies quartz watches. My wife has one that is running like new for almost 25 years. Sapphire crystal and finishing well above the price point. 
I found this example on Ebay:

 

Hmmm, a very interesting option. Will look into it. Thanks!