A Rolls-Royce Phantom has been customized with wheels designed to mimic the bezel of a Rolex Submariner watch, a move that highlights the ostentatious luxury preferred by some ultra-wealthy buyers. The modification was commissioned by Klaus Koenigsallee, a Düsseldorf-based jeweler, and executed by tuning firm Novitec.
The Concept: Wheels That Shout Luxury
The wheels, built on Novitec’s SP3 platform, feature a striking design directly inspired by the iconic Rolex Submariner. The rims incorporate prominent hash marks, dive-style edging, and clean typography, including the word “Klaus” at the center – a personal touch for the owner.
Why This Matters: The New Era of Conspicuous Consumption
This extreme customization isn’t about subtlety; it’s about making an undeniable statement. While Rolls-Royce traditionally embodies understated elegance, this modification throws restraint out the window. It represents a growing trend among high-net-worth individuals who no longer seek to blend in but actively flaunt their wealth.
The Details: Customization Beyond Excess
The wheels also feature a scripted phrase in German, “Dein Lieblingsjuwelier auf der Kö,” which translates to “Your favorite jeweler on the Kö,” referencing the Königsallee shopping district in Düsseldorf, where Koenigsallee’s jewelry store is located. This further emphasizes the owner’s identity and association with extreme luxury.
The Bigger Picture: Luxury as Performance Art
The modification serves as a form of performance art, turning a vehicle into a mobile billboard for wealth and status. In a world where luxury brands compete for attention, this level of extravagance ensures the owner remains firmly in the spotlight. The customization is not just about owning a luxury car; it’s about owning the attention that comes with it.
This Rolls-Royce Phantom with Rolex-inspired wheels is a clear signal: for some, restraint is simply not an option.
