I have been following watches since the '80s and was a Casio fan for a long time. Not anymore, and the reason is lack of innovation, just as the poster says. Casio has not brought out anything really new for a long time, instead pushing the same old stuff in different colors in the form of various collaborations. I recently bought a Garmin Instinct Solar for €200 and titled my Amazon review "The outdoor sports watch Casio should have made". Shame on Casio for not filling that niche, which the were perfectly positioned to do. They should be making tough smartwatches by now, with feature sets rivaling the Apple but at lower prices, along with their more traditional models. G-shock may be popular still, but the tech is 40 years old, and even firefighters won't be buying it forever, just because it used to be the only tough watch around. I also wouldn't count on the urban trendy youth to stick with the brand when the next fad comes along, either. Unfortunately I agree with the poster that unless they start to innovate, Casio watches will be gone in 10 years.