A tailor-made Rolls-Royce, the latest chic of big fortunes

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What distinguishes a rich person from an ultrariche? At his Rolls-Royce. That makes you smile? Yet this is the reality. If the new Cullinan SUV (referring to the largest diamond in the world, which adorns the scepter of the Queen of England) targets a clientele of young multimillionaires (base price: 332,750 euros), a Rolls-Royce of 2018 must to play the card of differentiation, bespoke, tailor-made. Bespoke is today the name of the personalization program of the most famous brand in the world. It's about not having the same Rolls as your neighbor, or a "simple" car without options.

The Rolls is the theater of all extravagances, as long as one has the means. "In 2018, almost all Rolls-Royce orders incorporate unique personalization elements. This ranges from a selection of specially designed accessories, such as a cocktail set, picnic basket or luggage collection, to a palette of 44,000 exterior hues that are immediately available, or to the use of rare materials or even more unique creations, "says Alex Innes, Bespoke Design Manager. Obviously, the "radiator cap", "Spirit of Ecstasy", is historically one of the most customizable elements: silver, crystal, gold … and now in a Faberge egg.

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This tradition goes back to the origins of the brand, in 1906. At the time, the manufacturer provided only the chassis and the engine. The bodywork and cabin were made by specialized bodybuilders like Park Ward or Arthur Mulliner. Interiors made of exotic animal skins and precious woods are commonplace. "The client was calling his favorite coachbuilder a bit like his tailor Savile Row, 150 meters from Conduit Street and the first

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