I had the red and green unmarked led version of this watch. I actually ended up sending them back because they were diffcult to read in normal lighting, the green was an ugly yellowish green color, and each segment of the display is made of individual led lights which are covered over with diffusor plastic to scatter the light. Very same idea you see in large LED alarm clocks.
If you like the sideview watches, I personally would recommend the Tokyoflash Retrofit watch
http://ledwatchstop.com/store/watch-tok ... p-234.html
It's dot matrix display is very bright, I have the green and blue LED versions and found them readable in direct sunlight and highly recommend them if you want a fun watch to wear that's not too costly. Ebay has them for under $100 dollars anymore.