A Liquor Partnership That Actually Works

When various high end watch brands have made watches with drops of hooch strategically nestled into the movement, or the dial, etc., I have called bullshit.  Because, frankly, it was more often than not a douchey effort to make some quick money and create faux heritage.

But this effort from URWERK?  This is actually really, really cool and I just wish that I could afford it!

So in all seriousness, check this bad boy out.  And if you're not a drinker, fill it with lemonade ; )
It is THAT COOL!