A display control apparatus which improves the visibility of a display unit (for example, wristwatch) having a normal display section and a normal non-display section provided outside the normal display section along its at least one side. When it is not sensed that the display unit is inclined at a predetermined angle to a horizontal surface, time information is displayed in a normal size on the normal display section. When it is sensed that the display unit is inclined at the predetermined angle to the horizontal surface, the time information is displayed in an enlarged size on a whole of the normal display and non-display sections for a predetermined time.