Today it's another retro LCD, and also a novelty character watch.
This watch is by Vega, which was a line of watches by the ADEC watch company. Adec was owned by Citizen watches, and used Citizen modules.
This watch is one of the Vega Popeye watches (-there were several different types), and is an LCD watch with a 9538 module.
It has a 6 digit time display and will show the date when the button is pressed. The bottom half of the LCD is 9 groups of segments showing Popeye's girlfriend Olive Oyl. There is also a bulb based light.
Popeye the Sailor is a cartoon character who initially started in a comic strip Thimble Theater by Elzie Cristler Segar. Popeye was introduced in 1929 (10 years after the Olive Oyl character was invented), and became so popular, the comic was renamed after him.
On the watch, Popeye is shown (painted) sleeping on the bottom of the face. Olive appears on the LCD floating above Popeye (with flapping angel wings) and appears segment by segment (wings first) until she is completely showing (with flashing hearts).
The watch has a full model number of 9538-392311, and a catalogue number of KKR-057.
The back of the watch shows the Adec name along with the model number.