Halfway through the week already? You've been working hard, reader, so let's not slow down, not even for a second. In today's email:

• Your favorite premium spirits: We look at the appeal of high-priced “premium” bottles on the 20th anniversary of Bacardi acquiring Grey Goose.
• From Oak & Oscar: Behold, the Atwood Chronograph — the brand's smallest and thinnest chrono yet.
• The latest in watch partnerships: Jaeger-Lecoultre and artist Roy Wang pay homage to the Reverso.

What’s Next for Luxury Spirits?

Will Lowe, a UK’s Wine and Spirits Education Trust judge, reckons it was about 15 years ago when he had his revelation. When visiting a distillery, he was struck by the idea that even those spirits considered to be universal, maybe even rough and ready, could not only be different from one another, but that one of them could clearly be better.

Lowe founded the distillery Cambridge Gin, and its Anty Gin, weighing in at a tidy $280 a bottle. It’s made using fresh (and local whenever possible) ingredients and techniques like vacuum distillation, which entails boiling by pressure rather than heat, allowing for a greater range of ingredients. More and fresher ingredients mean more skill is required of the blend. The upshot is now it’s not just a gin, but a “premium” gin.

Cambridge was and is far from being alone, of course. One of the clearest trends in spirits of the last decade has been premiumization, the upgrading of gins, vodkas, tequilas, rums, ryes and even herbal distillations like absinthe and schnapps. And drinks makers aren’t stopping at premium — the luxury spirits category has been followed by makers describing themselves as super-premium and even ultra-premium.

Yesterday, we asked what you're most looking forward to doing this summer. Here's what you said:

• 17% of you will be watching all the summer blockbusters. 
• We'll find 24% of you hanging out on the beach. 
• 29% of you will be traveling.
• And 30% of you will be spending time grilling in your backyard. 

Introducing: The Oak & Oscar Atwood Chronograph

If you’ve been following the “microbrand” scene for the past decade or so, you’re no doubt familiar with Oak & Oscar. Founded in 2015 by Chase Fancher, this small Chicago outfit builds considered, robust, handsome tool watches using Swiss movements and American design acumen. Retailing for between roughly $1,500 to $3,000, Oak & Oscar products aren’t the type of fare that make you wonder about their quality; rather, when handling one, you can be assured you’re wearing a watch that delivers outsize value considering its price.

While past O&O watches have always impressed, the new Atwood might be our favorite yet.

IN THE NEWS

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MLB is out another star as all-time awful umpire Angel Hernandez retires.

The NBA is one game away from a grudge match.

NASA just discovered an Earth-like planet.

Jaeger-Lecoultre Partners With Artist Roy Wang for the Latest Made of Makers Program

Jaeger-LeCoultre thinks outside the horological box. The renowned Swiss luxury watch brand’s long-running Made of Makers Program involves collaborations with artists, designers and creatives from various disciplines outside of watchmaking. It explores and extends the dialogue between horology and art by partnering with minds who share Jaeger-LeCoultre’s values of creativity, expertise and precision. The program delves into new forms of expression through unexpected materials and media via the craft of each selected maker, imbuing a sense of community amongst talented, innovative and, most importantly, passionate artists.

This year, in tribute to the pursuit of precision that has been a central value of La Grande Maison since its founding almost 200 years ago, Chinese artist Roy Wang created three light-painting photographs and a stop-motion video. The resulting works are visually stunning photographs and a video displaying the juxtaposition of light and dark, requiring skill and precision, just as Jaeger-LeCoultre is known for.

Christian Louboutin on His Latest Venture: A Luxury Hotel

Earlier this spring, fashion-minded visitors to Vermelho, the five-star hotel in Melides, Portugal, found themselves facing an unusual meeting of the well-heeled world — an elite hotel in the Relais and Chateaux family hosting the reveal of a unicorn automobile. While seemingly existing in separate worlds, the collaboration pulled the curtain back on a realm of intimate, bespoke luxury.

The hotel’s name makes perfect sense when you consider its history and the man behind it. “Vermelho” means “red” in Portuguese, and the creative force who drove the titular hotel is known around the world for designing eye-capturing red-soled shoes. Christian Louboutin built a high-heeled empire with his iconic creations often selling north of $1,000 a pair, and the Vermelho Hotel is both an extension of his business enterprises and a gift to a village he loves.

Where to Get Tattooed in New York City

Walk down the street nearly anywhere in New York City, and you’re bound to see just as many tattoo sleeves as cloth ones. That’s why many are surprised to find out (or remember) that the art of tattooing was actually illegal in the city up until 1997. Obviously that’s changed, so there’s no shortage of talented artists and first-rate shops set up around the five boroughs.