Scientists propose a new calendar and eliminating time zones:

The two men also propose eliminating time zones and adopting a universal time around the world to streamline international business.

In the 90s the wristwatch company Swatch pushed a similar concept called Internet Time or beat time. Seconds, minutes and hours were replaced by beats and beat time would be the same throughout the world, eliminating time zones.

Excerpt from Wikipedia explaining Internet Time zones:

Like UTC, Swatch Internet Time is the same throughout the world. For example, when the time is 875 .beats, or @875, in New York, it is also @875 in Tokyo: 0.875 × 24 hours = 21:00 BMT = 20:00 UTC

Internet Time never caught on but Swatch still sells wristwatches with beat time.