We bought our place some 8 years ago - condo, directly at the beach, right in between Cha Am and Hua Hin. We absolutely love it and hope to retire there in a couple of years.
Our beach stretches some 6 km or so - you can actually walk all the way up to Cha Am. The beach (and the water quality) is of course not of the best quality but then again the view from our balcony is absolutely beautiful and I really do not care too much about the water quality as we always use the condo pool anyhow.
Some (more or less) good hotels on that beach (Verandah, Springfield Resort, Holiday Inn etc), a few bars and local eateries and so on. If we want to go out we have the choice between Hua Hin and Cha Am - both equal distance - although going into Hua Hin these days takes about double as long as going into Cha Am.
Some might find the area 'boring' which is precisely why we chose it - sitting on our balcony in the evening and not be pestered by street or bar noise.
If and when we feel the need to see some nicer beaches and clearer water we drive 1 hour or so down to Dolphin Bay. Really pretty there but nothing to do and too far away from Bangkok for my liking - but it might become an option once we retire.
I do agree with taxexile - there is plenty to do and to see in that area and no need to be bored - but you do need a car!