Ian Callum On The Road To Freedom

In the annals of contemporary motoring design, there’s only one Ian Callum. And right now, he’s doing his own thing.

By Stephen Corby 12/10/2020

In an ideal world, you’d only hire the very best people. Damien Hirst would don overalls to paint the house, Tiger Woods would carry the golf clubs, Warren Buffet manage all personal funds and Elon Musk, well, he’d be perfect in pushing some positive personal PR.

Still, if you wanted someone to ameliorate the look of your favoured car, you’d skip straight past Rocket Man Musk and choose the world’s greatest living car designer. And the great news is, for the first time ever, you can now do just that.

After two decades of creating such ferocious beauties as the F-Type (which carries the most beautiful rear end ever attached to a car), the revolutionary I-Pace electric vehicle and the staggering C-X75 concept car powered by gas turbines, Ian Callum has decided to go it alone.

For someone as synonymous with Jaguar as Callum has long been (imagine Michael Jordan exiting Nike, for example) the move to establish an eponymous design house shocked many—even more so because when he announced he was leaving the British(ish) marque at the age 64, most believed he might just be retiring.

Those who know Callum, however, understand that it’s unlikely he will ever stop working, because for him, designing is not a chore, it’s a passion, a firm joy. And if he’s not going to stop doing it, he may as well get paid top dollar for it, as is the case with his new company’s first creation—a wondrous reimagining of the Aston Martin Vanquish (which Callum originally designed), which can be yours for just a touch under $1 million.

“I’m not doing it for the glory or the money. I’m doing it for the love of being creative,” says Callum, speaking with as much passion and pace as he drives.

“I love designing and I guess I could go and paint landscapes, but I’m very much a three-dimensional person, and there’s just nothing better than creating something and then seeing it all the way through to reality.”

While the word ‘retirement’ seems to burn Callum’s mouth, he admits to an attempt to slow down, and to take advantage of the fact that this time it’s his name above the door—so he’s in control of the new workload. In theory.

“I want to do it at a pace that’s not getting me up at six in the morning, and it has been great not having to deal with the politics of corporate life, but I am working with a younger team and they want success, so I just have to use my energy efficiently,” he laughs.

Speaking of energy and efficiency, Callum has long been on the record suggesting not only that electric vehicles are the way of the future, but that they provide a once-in-a-century chance for designers to create cars that are actually something new and different. It is an opportunity that was given to him when he was tasked to create the world’s first mainstream electric SUV, the Jaguar I-Pace, a car he now lists as one of the three cars he’s most proud of.

“I had the time, with that car, to create something with a virgin platform with very few restrictions about what should happen above the wheels. And the great thing about EVs is that most of the mechanical elements are within the axles, which is very different to internal-combustion-engined cars, and that means you’re not mechanically bound to having a big space for an engine in the nose, and thus the same old designs.

“I was determined that with the I-Pace we’d have something more futuristic in terms of profile, a cab-forward look, and we’d put the seats forward as well, to use the space. And if you look at the cabin size of a similar, traditional car, like the Porsche Macan, we’ve got a lot more space.

“I see I-Paces on the road now and they still stand out. I drove one for a while and people really do stop and stare, so I’m very pleased with it. The other brands, sadly, haven’t gone so forthright—although I think VW probably will. Others have been quite conventional.”

As for the global take-up of EVs, Callum believes much of the world will reach “a tipping point in the next five years”, and that the only thing holding them back, at least in some countries, is a lack of infrastructure. Despite that, he says that things are improving in the UK so rapidly, he’s about to get himself another I-Pace as his daily driver.

“Most places now you can get a good charge within 40 minutes, which is absolutely fine—enough time for a couple of cream buns. Yes, I could put on a lot of weight with an electric car.”

The first project under the Callum design umbrella—the astonishing Vanquish 25—is pretty much the antithesis of an EV future, but then it’s based on a car built in the more innocent, more petrol-thirsty days of 2001.

Callum designed the original V12 Vanquish for Aston Martin and is now giving it the update he always wanted to, which involves not just some gorgeous and modernising styling changes, but stripping each of the 25 original cars down to bare metal and rebuilding them with new materials and technologies, all under his watchful eye at the new Callum workshop in Warwick.

“Basically, I can’t leave anything alone, every car I own has been modified in some way. I’d always wanted to update that Vanquish and never had the chance, so it started out as a personal project, just for me, but I thought it was going to cost me a few bob, so why not turn it into a business case?” Callum grins.

He found further appeal in the project given that it’s meant working without judgement and the input of others, “and it gave me a chance to fix the things I was never happy with in the first place, and to use the greater understanding of design that I’ve accumulated over 25 years.”

Ultimately, Callum admits to pride in the project and what he labels as its newfound look. “It looks like a 21st-century vehicle now,” he says.

So just how much has Callum, who was pretty bloody good to start with, learned about design over the years? He admits that with hindsight, he’s been through several differing phases.

“First, you’re just trying to emulate, you’re trying to be yourself but really you just want to impress your peers and hopefully be as good as them,” he explains.

“Eventually you get to the point when you think, ‘I’m doing this from my point of view, I’m not looking at other people, I’m not too bothered what other people think anymore’. It’s not that you’ve become arrogant, it’s just that your own judgement has become the biggest part of the process.

“You still listen to other people, but you become ruthless with your own judgement, and that’s what I’m trying to instil in my new team—to be ruthless, to look at things objectively rather than subjectively, be determined to do your best rather than to please others. I’ve learned a lot about aesthetics as well, of course, but the most crucial thing is self-judgement, because eventually you get to an age where you really want to impress yourself.”

As for the future, Callum is excited to have the chance to branch out beyond the garage and into the wider world of design.

“I’m actually looking at a couple of watches, but I can’t say who for just yet, and I’m doing some furniture as well, and we’ve been offered to do an aircraft interior, which is new for me,” he says. “Watches are a point of interest for a lot of people, of course; it’s a boy thing. As long as it’s got a sense of function, we’re into it.”

He’s also interested in boats, noting that the industry’s luxury arm needs “a bit of help visually”, and he’s confident he’d come up with something “a bit more elegant than what I see out there”.

Fear not, car aficionados; none of this expansion will mean drawing Callum away from his beloved cars—although pending automotive work will be bespoke, as opposed to ground-up builds.

“I’m going to be very careful about this—if a car company came to me and asked me to design a whole car, I’d say no, I’m not interested. I don’t want to go through that again. I’ve done over 20 now, I feel satisfied that I’ve made a point, and it’s a ruthless process,” Callum explains. “It’s also a long process. It takes four years out of your life, and at 65, four years is a long time.

“So, I’ll be working very much for customers on a limited-volume, bespoke basis, so I can have some control over the building of the vehicle, because I like the idea that every single car we do will be a work of art in itself.”

If Callum ever does retire, and it seems unlikely, he’ll no doubt choose to spend a lot more time in his second home, Australia.

“I love the place, I’ve been there more than 30 times. I lived in Melbourne and my son was born there, and I do hunger for that kind of peace and quiet, of just being able to get on a plane and go to Australia without ever having to ask anyone’s permission. Luckily, I can just take my sketch pad on the plane.”

Callum’s Personal Picks

For so long, working at Ford, Aston Martin and Jaguar meant Callum kept schtum about other marques. And while hard on his own designs, we managed to squeeze him on
a few that prompt a smile.

JAGUAR F-TYPE

“I’m very satisfied with the F-Type, and I’ll take some credit for that one. I was inspired by the E-Type for that back end, and I pushed very hard for that; it was all about the form of the vehicle.”

JAGUAR I-PACE

“The I-Pace has to be up at the top as well, just because it was a chance to do something so different. And the XF is a favourite, too, because it really turned Jaguar around.”

ASTON MARTIN VANQUISH

“Clearly the strongest Aston I did. I did the DB9, but it was a more genteel version of it. I think the Vanquish is more satisfying.”

PORSCHE 992/993

“I’m a big fan of the Porsche 911, in particularly the 993, I have one of those; it was done by a friend of mine, Tony Hatter. And I’m also a great fan of the 992 version, the quality of the detailing and the overall profile. To make a 911 is not an easy thing, and this new 993 one really works.”

AUDI TT

“I admire the original—true.”

FERRARI 250 SWB

“The 1960 Ferrari 250 short wheelbase, by Berlinetta Scaglietti, is just such a beautiful car.”

This piece is from our new Design Issue – on sale now. Get your copy or subscribe here, or stay up to speed with the Robb Report weekly newsletter.

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How the Most Rare and Valuable Watches Are Traded Among Elite Collectors

Some of the world’s most interesting watches spend decades being traded privately before we learn about them.

By Victoria Gomelsky 10/10/2024

Before social media became the lingua franca of the watch world, there were forums. And on those forums, collectors—especially collectors of vintage Rolex—often traded timepieces amongst each other.

The advent of Instagram in the early 2010s, coupled with the explosion in interest in vintage timepieces, drew attention to this corner of the watch world, and with that attention came increased competition for the finest examples. In the case of six- and seven-figure watches, high-end dealers, like James Lamdin, founder and vice president of vintage and pre-owned watches at Analog:Shift, became trusted intermediaries, negotiating sales for pieces not once or twice but often multiple times as they made the rounds of the collector community.

“There are watches out there that may not be massively rare by reference, but are by example,” Lamdin tells Robb Report. “Tropical patina, ghosted bezel, or celebrity provenance—it’s that watch. When those watches go into a collection, usually it’s with the implicit understanding that they’re valuable and people will want them from you and will make you a profit when you sell them.”

The best dealers have built relationships with collectors around the world and often have first right of refusal when those pieces come back to market. But even still, the most coveted models can still slip through their fingers.

Eric Wind, of Wind Vintage in Palm Beach, Fla., has lost and found some of the world’s most storied watches. In 2015, when he was vice president, senior specialist at Christie’s in New York, Wind came across a “super rare” 1957 Audemars Piguet Ref. 5516 perpetual calendar that had languished in rural Florida until the nephew of the original owner consigned it to Christie’s. The first perpetual calendar wristwatch to feature a leap-year indicator, the piece was one of just nine made by Audemars Piguet in the 1950s. Wind considers it “the one in the best condition.”

He showed it to one of Christie’s better-known clients, Patrick Getreid, owner of the OAK Collection, who purchased it in 2015 for $545,000. In 2023, Getreid consigned it to Christie’s in Hong Kong. That’s when Wind decided to give the piece another shot.

Audemars Piguet perpetual calendar

“I had registered to bid on it but at the last minute, I got cold feet,” Wind continues. “It was starting kind of high compared with what Getreide had paid for it. I was bidding remotely from Florida, but when no one else is bidding, you’re kind of wondering if you’re a genius or a fool. Is there something everyone else knows that I don’t? The question was about market value. The watch ended up passing and I purchased it via private sale—or private treaty, as it’s known—after the sale. I had two clients who really wanted it. I offered it to both, but one was more ready to pull the trigger and he got it. It never saw the light of day.” That Audemars Piguet perpetual calendar, Wind says, “remains one of my top five watches on the planet.”

As he reflected on the piece’s winding journey, Wind considered his own role in its comings and goings. “It was fun to be part of the lifecycle of that watch, from when it was discovered in rural Florida and consigned to Christie’s, and then sold to a great collector, who sold it again,” he says. “I imagine it will come back to me at some point. I don’t know if it will be two years from now or 40 years.”

Another grail watch that Wind helped shepherd to a client was an exceptional Paul Newman Rolex Daytona Panda reference 2623 with a full set and a tropical dial that was sold by a small Swedish auction house just under a decade ago. “Another dealer got it,” Wind explains. “I was still at Christie’s, and I fell in love with the watch. This dealer who had it for a year then sold it to an Italian dealer, who then sold it to a collector in Asia. I was tracking the watch on Instagram and saw the collector post it. By that time, I had become a dealer.

“I made an offer to the collector to purchase it on behalf of my client,” he adds. “It had been owned by a Swedish boat captain and had been given to him by the family he worked for, the equivalent of the Rockefellers in Sweden. We had to arrange shipment to the U.S. by Malca-Amit armored transport. Whenever these high-value watches move around, you have to deal with armored shipments, customs, proper transportation, and a lot of paperwork. It takes some time but it’s well worth it.”

Both the AP perpetual calendar and Daytona were original and unpolished—“the kind of watches I look for,” Wind says. “It’s funny how watches circle around. Within the high-end watch world, we’re not talking about thousands and thousands of watches. We’re talking about a relatively small amount of great watches.”

A Rolex Daytona, Audemars Piguet perpetual calendar and Rolex Rainbow Daytona Phillips, Christie’s

Eric Ku, a high-end vintage dealer in Northern California, certainly knows the drill.

About 15 years ago, he was offered a first-of-its-kind 1996 Rolex Cosmograph Daytona “Rainbow” reference 16599 in white gold on a leather strap.

“I’ve been hunting jeweled Rolexes for a really long time, before it was a cool thing,” Ku, cofounder of the online auction site Loupe This, says. “The watch first surfaced to me around 15 years ago. It was offered to me by a dealer in the Middle East and was coming from, allegedly, a member of a royal family. At the time, the pricing was completely different than it is today. After going back and forth, I offered $130,500 and the seller wanted $136,462. I lost the watch. I was gutted. I’d been stalking the watch. But at the time, relative to the market, it didn’t make sense for me. It was a really tough time, might have been around the financial crisis. I felt confident it would come back to me, but it didn’t.

“Then, in 2012, Rolex introduced its new rainbow Daytona,” Ku says. “I had no doubt about the authenticity of the watch I’d lost out on, but seeing the new rainbow Daytona completely validated me and erased any scintilla of a doubt that I had about the watch. Fast forward a couple years: The watch was offered to me again privately, by a different person in the Middle East at a significant multiple of the original offering—let’s say in the mid six-figures. I bought it.”

In 2017, Ku sold the watch to an important collector based overseas, “a person of very high taste and connoisseurship who appreciated the rarity of that watch,” he says. The collector, by Ku’s reckoning, also appreciated the story of its journey. “Dealers and old collectors always like trading war stories,” he says. “What’s the one thing that got away and then it came back? The collector got sold on the story.”

Now, the watch is coming back to market on Nov. 8 at Phillips Geneva, where it’s being offered in a sale dedicated to neo-vintage timepieces (Reloaded: The Rebirth of Mechanical Watchmaking 1980-1999) and is estimated to fetch in excess of $5.93  million.

“It’s probably the sexiest watch of the season,” Ku says.

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Champagne Bollinger Just Released a Limited-Edition, James Bond–Inspired Bubbly

The Champagne Bollinger 007 Goldfinger Limited Edition comes with its own carrying case and glasses.

By Tori Latham 11/10/2024

When it comes to drinks, James Bond may be best associated with a martini—shaken, not stirred, of course. But the secret agent has been known to enjoy a glass or two of bubbly as well.

Champagne Bollinger has long been the Champagne of choice for Bond, and now the house is honouring that relationship with a special-edition bottle that commemorates the 60th anniversary of Goldfinger.

Whether you’re a Bond fan or a Champagne connoisseur, the $5,950 Champagne Bollinger 007 Goldfinger Limited Edition package is meant to appeal to both sensibilities.

The star of the show is the Champagne, of course: Here, Champagne Bollinger is offering a 2007 vintage Magnum, made from hand-picked grapes and aged 17 years in the house’s cellars. Spicy aromas on the nose are contrasted with notes of fruit, brioche, and honey. The Champagne has been packaged in a bespoke Globe-Trotter Air Cabin Case and comes with four Champagne Bollinger 007 glasses in which to enjoy the bubbly. Limited to just 200 individually numbered pieces, it’s a true collector’s item.

Champagne Bollinger has enjoyed a lengthy relationship with the James Bond franchise, dating back to when Roger Moore popped the first bottle in 1973’s Live and Let Die. Since then, the two have become almost inseparable, and Champagne Bollinger is proudly being served at the very first official James Bond bar, which just opened in London. If you can’t snag the limited-edition set for yourself, you can at least imbibe in a glass of the good stuff at the 007 at Burlington Arcade.

That bar and the special Champagne Bollinger package are all part of the festivities celebrating 1964’s Goldfinger. The film and Bond’s ensuing legacy have established him as one of the biggest (fictional) names in the luxury world, with his love of expensive watches, fast cars, and fine spirits.

While it’s unlikely that many of us can channel the special agent when it comes to his escapades and hijinks, we should delight in the fact that we can embrace our inner Bond by sidling up to the 007 bar or throwing back a glass of the Champagne Bollinger 007 Goldfinger Limited Edition. It’s exactly how our favorite M16 agent would want us to honour him.

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Golden Touch

Discretion is the better part of glamour at the glittering Maybourne Beverly Hills. 

By Horacio Silva 09/10/2024

Los Angeles does not want for star wattage, but for years now, the city’s hotel scene has been a little lacklustre. So news that the beloved Montage hotel has been completely redone under the Maybourne brand (the British powerhouse that operates Claridge’s, The Connaught, and Berkeley Hotels in London, and the recently opened Maybourne Riviera on the Côte d’Azur) should come as a boon to Australians looking for a new Tinseltown bolthole.

Situated within Beverly Hills’ famous Golden Triangle, just north of Wilshire Boulevard and Four Season’s Beverly Wilshire, and one block from the world-renowned luxury retailers, restaurants and celeb-spotting of Rodeo Drive, The Maybourne Beverly Hills offers a chic retreat from the designer flexing at its doorstep; a rare escape in the heart of this storied enclave that flies under the radar like a cap-wearing celeb dodging the paparazzi.

Set amid the manicured, Mediterranean-style Beverly Cañon Gardens plaza, which unfolds from the hotel’s west entrance, the new incarnation of Montage Beverly Hills (55 suites and 20 private residences, each with a balcony or patio with a courtyard or city view) still evokes the grand estates of Old Hollywood while feeling like you’re in a European mainstay.

Revealing a restrained new guestroom and suite design by Bryan O’Sullivan, a blue-chip art collection and some of the most solicitous staff in town, the Maybourne speaks in a laid-back Californian accent but still holds true to the luxury touchpoints of five-star service for which one of the world’s most exclusive neighbourhoods—and hotel brands—is known.

“It’s reassuringly British when it comes to service—it’s a culture of yes,” says Linden Pride, the Australian restaurant and bar owner behind the award-winning Caffe Dante in New York and Bobbie’s, the new speakeasy opening this month below Neil Perry’s new Song Bird restaurant in Sydney’s Double Bay (page 40). Pride should know; he lived at the Maybourne for almost a year while he and his partner, Nathalie Hudson, set up Dante, the stunning new restaurant and bar on the hotel’s ninth-floor rooftop. “Looking out from the roof onto lemon and olive trees, it’s easy to forget that you’re in Southern California, not Europe.”

Opened last year, Dante has quickly become one of the hottest reservations in town, luring in celebrities from Baz Luhrmann and Catherine Martin to the entire Real Madrid soccer team. Like its sister outposts in New York (besides the Greenwich Village original, a West Village location opened in 2020), the focus here is on non-threatening antipasti and aperitivi in a produce-driven menu of fresh familiar stalwarts, with the addition of wood-fired dishes from a giant pizza oven at the heart of the room. Just as it does in New York, a negroni cart does the rounds, and each afternoon is welcomed with a martini happy hour.

It’s all fittingly Cali-chill. The only drama in the place is a striking ceiling fresco by Los Angeles artist Abel Macias, which dominates the 146-seat room. “Nathalie and I had just been to Europe when we decided to open up here,” Pride recalls, “and the Sistine Chapel blew us away. When we saw the domed ceiling in this room it was a no-brainer.”

Dante joins a string of newcomers in the area, including New York transplants Café Boulud, Marea and Cipriani. Don’t look now, but with arrivals like the Maybourne and Dante, one of the world’s stuffiest cities—yes, Beverly Hills is its own 14.8 km² metropolis—might just be entering a new golden age.

The Maybourne

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Hibiki 40 Year Old Resets the Bar for One of Whisky’s Most Exalted Names

The legendary blender reasserts itself in the industry’s uppermost pantheon with its oldest and rarest blended release ever.

By Brad Nash 04/10/2024

Over the last decade, whiskies from Suntory’s famed Hibiki stable have gone from a top-shelf staple to the new byword for luxury in the increasingly rarefied world of Japanese whisky. As stocks of its famed age statement blends drew ever lower, the air of exclusivity around the distillery grew and grew – something that has stuck around even as the brand’s new flagship blend, Harmony, became more readily available once more.

It’s becoming clearer, however, that Hibiki still has a few exceptional tricks up its sleeves. Twenty-one and 30-year-old age statement whiskies have released in the past few years to critical acclaim, confirming that Suntory still has some particularly rarefied output yet to unveil. Now, in the brand’s boldest move yet, a 40-year-old blend is set to hit the market in extremely limited quantities, taking Hibiki’s already lofty benchmarks of rarity and lineage to new heights.

As with Hibiki’s other blends, Suntory’s Chief Blender, Shinji Fukuyo, has spent years perfecting a blend that brings some of Japan’s oldest and finest spirits into perfect harmony – achieving a smoothness and complexity that takes the brand’s hallmark qualities to a new plane. Single malts from Yamazaki, Hakushu, and Chita all feature, having been individually aged for four decades to form a true expression of the place they were made, before making their way into the final blend.

Truly a multi-generational blend, Hibiki 40 Year Old is designed not just as an expression of the skills and expertise passed down through generations of individual distillers, but that of Fukuyo’s forebears, legendary Suntory blenders Shingo and Shinjiro Torii.

The result is a final liquid rich with sweet fresh fruit, light citrus zest, and spice, supported by a luxurious undercurrent of acacia honey and dried fruit. Each crystal bottle is adorned with a mother-of-pearl inlay and decorated with a handcrafted label from Japanese washi artist Eriko Horiki.

While age statement single malts in the four- and five-decade category have become increasingly the vogue in recent years, never before has a blended whisky been attempted with such old stock—a unique challenge for its maker.

“Behind the elegance and bloom that is typical of Hibiki, there is a sense of subduedness,
like that of an old temple, and a wabi-sabi patina due to the long aging process,” says Fukuyo. “I would like people to enjoy the pure and pure aroma that has been sharpened over the years; the tranquility of old temples and storehouses and the nostalgic warm feeling that accompanies them.”

Limited to just 400 bottles, Hibiki 40 Year Old will release on October 4th, with bottles retailing at $75,000.

Australian fans of the brand will have the unique opportunity to immerse themselves in the Hibiki 40 Year Old experience, including a taste of the exalted liquid, at an exclusive event at Clare Smyth’s Oncore on October 24th, 2025. Tickets are available for $1,800 per person.

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White Lotus-ing? How Hit Films and TV Shows Are Inspiring Elite Travelers to ‘Set-Jet’ Across the Globe

It’s not just The White Lotus. Prestige TV and blockbuster films set in far-flung destinations are driving bookings like never before.

By Christopher Cameron 02/10/2024

“As seen on TV” may have lowbrow connotations, but the recent glut of award-winning shows and films set in alluring, far-flung locations is causing an unprecedented run on the world’s best hotels. Call it set-jetting: planning your vacation around a destination featured in a popular series or movie. And while romantic suites and beloved characters have gotten people on planes since the golden age of film, what has changed is how central beautiful venues have become to plots.

“The way that The White Lotus used the destination to tell the story was really unique,” says Misty Belles, an executive at the global travel-adviser network Virtuoso. It also made its settings—the Four Seasons resorts in Maui and Taormina, Sicily—nigh un-bookable. And it’s hardly the only example: “Paris wasn’t hurting for eyes, but Emily in Paris showed the city in a more playful way,” Belles notes. “And people weren’t exactly flocking to Richmond before Ted Lasso.” 

Emily in Paris’s final season jets off to Rome.
Giulia Parmigiani/Netflix

The trend is so strong that a property doesn’t even need to be connected to a show to benefit from its boom. Henley Vazquez, cofounder of the New York–based travel agency Fora, points to Bridgerton’s impact on English estate hotels.

“Heckfield Place [used to be] a hard sell,” she says of the five-star Georgian mansion in Hampshire. “Now, people are dying to go there. It wasn’t featured in Bridgerton, but it’s just that kind of place.”

Others insist on the real deal. Jennifer Schwartz, managing director of Authentic Explorations, works with one family to build trips based on the Game of Thrones universe.

Game of Thrones has inspired treks to Iceland, Northern Ireland, and beyond.
HBO

“They went out of their way in Portugal” to visit Monsanto, the setting for Dragonstone in House of the Dragon, she notes. “It’s definitely a criterion on which they choose where they want to vacation.”

For travelers who want more than simply to follow in their favorite character’s footsteps, London’s Black Tomato takes things several steps further. Since 2023, it has planned high-octane itineraries based on the James Bond franchise and works with the films’ producers, Eon Productions, to make you feel like an MI6 agent. (Some trips even offer lessons with Daniel Craig’s stunt double, Lee Morrison.)

The 007 success has inspired more such trips. “We’ve just recently launched itineraries inspired by Yellowstone and Ripley, focusing on Montana and Wyoming and Italy, respectively,” says cofounder Tom Marchant.

A still from Netflix’s The Perfect Couple, set on Nantucket.
Netflix

Still, it’s important to remember that sharp camerawork—and editing—accounts for a lot of the on-screen magic. Schwartz, of Authentic Explorations, notes that “the White Lotus hotel” in Sicily is “not super accessible, but it’s filmed as if the beach is right there.” In reality, the shore club from the show’s second season is 133 miles away. “People go to the place and they’re like, ‘You have to get in a car to go to the beach? What do you mean?’ ”

So where shouldn’t you go? Netflix’s The Perfect Couple will likely send hordes to Nantucket next summer, and The White Lotus’s third season, set on the Thai island Koh Samui, has already caused a local spike—and it’s not even on the air yet.

Bookings of Virtuoso’s properties in the region are up 38 percent since the show was announced. Luckily, Belles says, the effect doesn’t linger. “We typically see a good two-year impact on a set-jetting destination.”

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