ROLLS-ROYCE MARKS A CENTURY OF PHANTOM WITH ULTRA-LIMITED PRIVATE COLLECTION

Rolls-Royce has unveiled the Phantom Centenary Private Collection, a landmark series of just 25 motor cars honouring the 100th anniversary of its most storied model.

Described as the marque’s most complex and technologically ambitious creation to date, the Centenary Collection is a statement of craftsmanship, symbolism and legacy, three years in the making.

Each Phantom Centenary tells the story of the nameplate’s century-long reign as the pinnacle of luxury motoring.

Every surface, from its embroidered headliner to its gold-detailed engine cover, reflects an element of Rolls-Royce’s history.

The Bespoke Collective of designers and artisans distilled the Phantom’s heritage into 77 motifs that appear throughout the car, created using groundbreaking techniques such as 3D marquetry, ink layering, laser-etched leather and 24-carat gold leafing.

Chief Executive Chris Brownridge called the Centenary Collection “a tribute to 100 years of the world’s most revered luxury item,” describing it as “a motor car which reaffirms Phantom’s status as a symbol of ambition, artistic possibility, and historical gravitas.”

Inside, the rear seats feature more than 160,000 stitches across 45 panels of high-resolution printed and embroidered fabric inspired by historic Phantoms, developed in partnership with a fashion atelier.

The front seats are laser-etched with hand-drawn sketches that reference key design codenames, while the Anthology Gallery installation – 50 brushed aluminium fins engraved with a century of quotes – forms a centrepiece that reads like a living archive.

The exterior pairs Super Champagne Crystal paint with Arctic White and Black tones, finished with iridescent glass particles. Each car is crowned with a solid 18-carat gold Spirit of Ecstasy, enamelled and hallmarked with a bespoke “Phantom Centenary” mark. Even the famed RR badges have been plated in 24-carat gold and white enamel for the first time.

Bespoke woodwork depicts the Phantom’s most defining journeys, from Sir Henry Royce’s homes in France and England to the 4,500-mile expedition of the first Goodwood-era Phantom across Australia. Roads and landscapes are etched in gold, and interior embroidery continues these lines in gleaming thread.

The Starlight Headliner, with 440,000 stitches, portrays the mulberry tree under which Royce once worked, complete with bees from the marque’s Goodwood apiary and constellations referencing legendary Phantoms such as Sir Malcolm Campbell’s ‘Bluebird’.

Limited to 25 cars worldwide, the Phantom Centenary Private Collection stands as both an homage to Rolls-Royce’s past and a promise of its future, a modern-day heirloom crafted to be read, driven and remembered over generations.

Rolls-Royce has opened a new chapter in its Australian story, unveiling a reimagined Sydney showroom designed to cater to a new generation of wealthy clients who view luxury not as a product, but as a personal expression of identity.

Located on O’Riordan Street in Alexandria, the showroom is the first in Australia to embody the marque’s latest global retail design language and reflects the growing importance of the local market for Rolls-Royce’s highly bespoke commissions.

The unveiling comes as demand for personalised luxury experiences continues to grow among affluent Australians, with Rolls-Royce reporting increasing interest in highly customised vehicles featuring unique materials, finishes and design elements.

Julian Jenkins, Director of Sales & Brand at Rolls-Royce Motor Cars, said Australia has been part of the marque’s story since its earliest days.

“Australia has been part of the Rolls-Royce story from the very beginning, with only the 54th Rolls-Royce to be made ordered by Australian Archibald Black in 1906, and today we are proud to write its next chapter,” Jenkins said.

More than just a showroom, the new space has been conceived as an immersive luxury environment where clients can begin commissioning a vehicle tailored to their tastes.

At its heart is the Bespoke Commissioning Atelier, a dedicated space where prospective owners can explore an extensive range of materials, finishes and detailing options, from rare wood veneers to embroidery threads, allowing them to create a vehicle that is uniquely their own.

The showroom also features a “Cabinet of Curiosities” that showcases objects and references inspired by the Australian landscape and creative culture, designed to spark ideas for future commissions.

Nick Pagent, CEO and Managing Director of Autosports Group, which operates Rolls-Royce Motor Cars Sydney, said today’s luxury buyers are increasingly seeking products that reflect their individuality.

“Our clients are among Australia’s most dynamic and creative individuals; they don’t simply want a motor car, they want to commission a statement of who they are,” Pagent said.

The opening also signals Rolls-Royce’s confidence in the Australian luxury market, which the company describes as one of the most vibrant in the Asia-Pacific region. The Sydney showroom follows the opening of a new Rolls-Royce showroom in Auckland in 2025, strengthening the brand’s presence across Australia and New Zealand.

For Rolls-Royce, the investment is about far more than displaying motor cars. It reflects a broader shift in luxury consumption, where affluent buyers increasingly seek experiences, craftsmanship and personalisation over standardised products.

In that sense, the new Sydney showroom is less a dealership and more a luxury atelier, one designed to help clients transform an idea into a one-of-one Rolls-Royce.

ROLLS-ROYCE MARKS A CENTURY OF PHANTOM WITH ULTRA-LIMITED PRIVATE COLLECTION

Only 25 of the most intricate Rolls-Royce Phantoms ever made will celebrate the nameplate’s 100-year legacy.

The world’s most prestigious automotive marque has unveiled its reimagined Sydney showroom, creating a new destination for Australia’s growing cohort of ultra-high-net-worth buyers seeking deeply personalised luxury.