If you have GNU date, you can use the epoch time
date -d @$START +%c
Otherwise, do
read start start_display < <(date +"%s %c")
# ...
read end end_display < <(date +"%s %c")
diff=$(( $end - $start ))
echo "Start time: $start_display"
If you're not using a shell capable of process substitution,
set -- $(date +"%s %c")
start=$1; shift
start_display=$*
If you use bash, take advantage of the builtin $SECONDS variable, which starts at zero for a new bash process and increments each second.
start_display=$(date)
# ...
echo "Start Time: $start_display"
echo "End Time: $(date)"
echo "Running time: $SECONDS seconds"