I've ordered some europium based glow powder-in blue and green- from United Nuclear,but it hasn't got here yet. Supposedly, it glows 12 hours or so. I have, of all things, a Sponge Bob clock whose hands glow all night quite brightly,just charged from the room lighting...nowhere on the package or clock is this mentioned. Bright enough to look like electroluminescent.
I'm going to guess that "stainless" case you were talking about is plated pot metal-easier to cast and plate pot metal than to grind out a stainless case..especially for 20 bucks...unless the words "all stainless steel" were on it, then even, maybe not.
There is a company set to make betavoltaic batteries for cell phones and laptops(watches?)..a small tritium-powered "atomic battery" trickle charges a conventional lithium-ion battery..I suppose, with a phosphor, the battery could provide both power and light for a watch. No date is given as to when these will go into production.