>The G-Shock brand signals... I dunno, sportsy-ness? Maybe it is closer to a pure fashion brand here.

I own (among other, nicer time pieces) a G-Shock. I bought it when I was in the military and frankly it's a great watch that has withstood some serious abuse. Maybe a cheaper watch would have also survived? I'd happily buy another but mine's still literally and figuratively ticking.