PURPOSE: To obtain an image of excellent picture quality regardless of whether internal light or external natural light is used by setting the clear vision direction of a liquid crystal display body from 1:30 to 4:30 or from 7:30 to 10:30 on a timepiece dial.

CONSTITUTION: A wedgelike photoconductor 2 is arranged on the reverse surface of a liquid crystal panel 1, a fluorescent lamp 3 is arranged beside the photoconductor 2, and a reflecting plate 5 for external natural light is provided below it. When the natural light is used, the box body part 4 having the reflecting plate 5 is rotated downward and the natural light is reflected by the reflecting plate 5. The photoconductor 2 is different in the angle of transmitted light according to whether the lamp 3 or natural light is used, so an excellent image is not obtained. For the purpose, the clear vision direction of the liquid crystal display body is set from 1:30 to 4:30 or from 7:30 to 10:30 in terms of the dial or a timepiece.