This work describes a very simple, low-cost experimental setup designed for measuring the force between permanent magnets. The experiment consists of placing one of the magnets on a balance, attaching the other magnet to a vertical height gauge, aligning carefully both magnets and measuring the load on the balance as a function of the gauge reading. A theoretical model is proposed to compute the force, assuming uniform magnetisation and based on laws and techniques accessible to undergraduate students. A comparison between the model and the experimental results is made, and good agreement is found at all distances investigated. In particular, it is also found that the force behaves as r−4 at large distances, as expected.