It didn't catch on and there are clues that this was pure marketing rather than an true effort to improve the world. It was not clear if other watch manufacturers could use the term ".beats". There was no need to move the prime meridian to Biel and so on.
Also if you want a universal time you can already do that by offering a time in UTC. Anyway it is still fun and you still find occasional references to it on the internet and in software. Here is one of my #Casio F-91Ws using @joeycastillo's super cool #SensorWatch module to show a time in .beats.
