Casio has leveraged the love for the G-Shock with watches like the $4,000 MRGB5000BA-1 as others in that line. Keep in mind that the Casio brand sells everything from instruments to label printers and calculators, which presents a challenge when it comes to targeting e.g. it can't be a luxury watch brand like Rolex because it's too broad (Rolex just sells watches). You also can't narrow the brand focus to watches because you may harm other lucrative business divisions like musical instruments. Casio means many things to many different markets.