A Rolls-Royce is the ultimate symbol of understated wealth, but for some, even that isn’t enough. Klaus Koenigsallee, a Düsseldorf-based jeweler, commissioned Novitec to create a custom wheelset for his Phantom VIII Series II that mimics the bezel of a Rolex Submariner watch.
A Statement of Excess
The modification is a clear signal: restraint is for those who can’t afford to flaunt their wealth. The wheels, built on Novitec’s SP3 platform, feature hash marks, dive edging, and typography reminiscent of the iconic Rolex design.
Custom Detailing
The center caps bear the phrase “Dein Lieblingsjuwelier auf der Kö,” (Your favorite jeweler on the Kö), referencing Koenigsallee’s shop on Düsseldorf’s Königsallee luxury shopping street. The customization turns the Phantom into a rolling advertisement for his brand.
Why This Matters
This isn’t just about vanity. It’s a calculated move in a world where attention equals influence. The wheels guarantee that every glance at the car is also a reminder of Koenigsallee’s status.
The modification highlights a growing trend among ultra-high-net-worth individuals: luxury is no longer enough; it must be visible. This isn’t simply a car; it’s a moving billboard, and the message is clear: wealth isn’t just about having money; it’s about making sure everyone knows you do.
