The small Atlantic beach town of José Ignacio has emerged as a discreetly glamorous destination. A simple, sand-in-your-shoes kind of place where everyone gets around on bicycles, it is a complete contrast to the Miami Beach-like style of nearby Punta del Este. The high-season crowd seems amused rather than impressed by the parade of movie stars and models to be spotted frolicking in the surf or strolling along the broad, sandy beach.