it's both a beach club and a very posh place at the same time. from noontime onwards you have people there sunbathing, having (expensive) lunch and the vibe then normally picks up from late afternoon onwards, with DJ & dancing.
it's definitely a beautiful place with a lot of beautiful people and worth going to see once. a few years ago i liked it quite a lot, now it's become too posh for my liking.
I went a couple of times last year. The food was amazing, cocktails awesome - of course, as you would expect, expensive & a somewhat limited food choice; music was what i would call Balearic house - fun & uplifting; the people were beautiful & a little older (late 20's onwards) but so friendly & not pretentious at all! I was pleasantly surprised at how friendly & up for it everyone was! Way friendlier than any of the big clubs I went to on that holiday, so for me, it was worth every penny!