Noticed this at my local Wal Mart today. Checked BrickSeek when I got home and it seems the price is available at more than just that one store in the Phx area. It is possibly available for the same price on other areas.
The watch has built in GPS and built in wrist heart rate monitoring. Wal Mart's web site for this item (linked below for information only - price shows as $399 at WM) claims sapphire glass lens, however, some reviews on the same site dispute that. Not sure. Either way, this seems like a great deal. This was a front page deal last May for the same price on a version that did not have built in HR.