Unable to get time value stored - getting 00:00:00.000 no matter what I do

I have tried quite a few time formats in my code behind to get SQL Server to store the time as well as the date but the only way I can get what I want is if I edit directly in SQL Server.  I tried editing SQL Server directly just to rule it out as the problem.  I started trying with this:
CrtDate.Text = DateTime.Now.ToString("D") And ended up with this: 
CrtDate.Text = DateTime.Now.ToString("yyyy-MM-dd hh:mm:ss tt") What's inserted each time is the date and all zeros for the time.  For example, 2014-09-04 00:00:00.000 instead of, say, 2014-09-04 14:02:15.008.  What am I missing?

Thanks in advance for your help!