Okay. So here's an example: XXXX4/
On every refresh it restores itself to the start value.
Only when I log in to wordpress and "publish" the page again, then it'll change to counter to the current time/countdown.
But otherwise it'll just keep refreshing itself so it's pretty useless I gues..?
EDIT: it was caused by the WordPress WP Supercache plugin. Disabling this plugin fixed the issue.