I *LOVE* this charging cable for my Apple Watch. Why? It's so durable! I don't know why, but I did not have good success with my Apple branded watch chargers for some reason. I've owned Apple Watch 1, 2, and 3+Cellular and all have the notorious cable that seems to fray easily over time.
This Insignia branded cable is more durable, and the build quality is obvious that it's way more durable. If you have an Apple Watch Stand that "holds" the base, this Insignia branded one WILL NOT FIT ANY OF THEM. It's slightly larger than the OEM charger circle base. However, I really don't care!
My Apple Branded cable stays home on a stand while I leave the insignia one in my travel bag, since I travel a lot for work. It charges very well and I have not experienced any problems. It costs less AND is longer than Apple's cheapest Apple Watch charging cable! So - it's a win win from me! Try it - and you won't be disappointed. Just remember - it won't fit any stands or devices designed to "hold" the Apple Watch Charging base.