It is possible that the battery is dead even if the watch is new. The watch may have sat on the store shelf for years draining down the battery before it was purchased.
Perhaps it didn't even come with a battery installed although that would be more unusual.
Occasionally a new watch will have its battery installed, but wrapped with a plastic strip or cover over the terminals to prevent it discharging while in the store.
Either way, you will have to remove the back cover to check. You can do this yourself or you can bring it to any jewellery store and have them do it. They don't usually charge any more than $10 parts and labour to change the battery in a watch.
Here are a few Youtube videos on how to replace the battery on similar watches and a review:
http://www.youtube.com/watch?v=nNnbFUmthoY
http://www.youtube.com/watch?v=GjMClefLsA4
http://www.youtube.com/watch?v=56zcAsdh268
Just use your mouse to click on the link, which is the underlined and highlighted text just above. This will open a new web browser page automatically for you and allow you to view the information at the website indicated and the video.
Good luck, hope this helps.
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