Love the watch!
Initially I was skeptical on the LCD quality, as it is not the most beautiful colourful LCD as in Samsung watch or apple watch. In fact, it is quite dull and fade in colour.
However, after using it for a week, I just fall in love with it! The LCD is actually very different from normal colour lcd. It is extremely bright when under bright sunlight. The white seems to be of reflective material. Yes, it is a colour display, and you can see I set red to the minute time.
1.16pm under bright sunlight and it is perfectly readable!