The way I hear it, Casio G-Shocks and Pathfinders (Pro-Trek here) are very popular with the regular troops in the Middle East and Afghanistan.
However, elite units like SAS, SEALs and Rangers do not use them in the field. It seems that the electronic beeps, alarms and flashing lights (dial illumination) are things that will get you killed in high threat situations. Soldiers have enough things to do as it is than to remember to switch off their watch alarm. Elite units prefer to use Luminox (H3) or similar type watches, basic three hand dials to time themselves. Anything more sophisticated, they literally do not have time to use.
Just something I remembered reading on the net on some watch forum.
I like the latest G-Shocks. I especially like the huge new GX-56.