【Friend's Mother 4 (2025)】

Last week's unveiling of the Apple Watch Series 2 kicked off the next phase of Apple's wearables era,Friend's Mother 4 (2025) but another kind of "apple" wearable debuted on the same day, with much less fanfare, but offering unique features no smartwatch can.

The Jim Beam Apple Watch is a watched-shaped wearable that puts a retractable shot glass on your wrist.

Yes, it's real, and it's pretty awesome.

When its lid is closed, the surprisingly robust stainless steel device almost looks like a watch, except instead of a watch face, a subtle "Jim Beam Apple" engraving is displayed, a promotional nod to the company's Apple bourbon whiskey product. Open the wearable up and you can extend a sturdy metal cup that you can drink from (yes, really).

I tried wearing it for an entire day and it was about as heavy as some of the larger, analog sport watches on market. So while it's not a real "watch," is definitely doesn't feel like a cheap toy, despite the company's humorous, hyperbolic marketing text.

"[The Jim Beam Apple Watch is] a revolutionary timepiece that comes with a manual dial and a stylish tweed strap that’s adjustable to 12 different sizes," reads the site designed to sell the $17.99 product, which comes in silver, green and black. "The watch features a streamlined interface that opens and closes on demand, and enables remarkable precision in both shot pouring and drinking."

Is it gimmicky? Of course it is.

But for a bourbon whiskey company founded way back in the 1800s, this is an admirable bit of tech-centric marketing that actually delivers something relevant to its brand.

It's not exactly practical, but it's fun.