Abstract: A luminous wristwatch capable of exhibiting a sense of play and ensuring safety of a wearer of the wristwatch. The luminous wristwatch includes a watch face and a belt member each provided thereon with a plurality of light emitters which carry out luminescence upon feeding of electricity thereto. The watch face and belt member each are formed to be light-permeable so that luminescence of the light emitters may be externally visible therethrough. Also, the luminous wristwatch includes a watch body which is provided with an operation button and a control section for controlling on-off operation of the light emitters upon operation of the operation button.