The GW60 is a tough looking watch designed for action sports, there is an expectation of toughness. From what is talked about here it sounds like it's not a simple wear and tear issue. Some are failing early. AND they won't replace the watch under warranty AND can't replace the band.
I have three experiences I can think of;
My Rip Curl watch, broken rubber band after 4-5 years, I was able to buy a new band.
GShock watch, use it everyday, covered in paint etc, has never broken after 5years.
8 year old sons fitbit style watch by Garmin, he pulled and threw it around so much it broke after 6 months. (Like the red one below) They replaced it with a more expensive model that didn't stretch over the wrist but had a buckle on it, for FREE.(white one)
These are the expectations for an Australian with our consumer laws!!!