Luxury Brands Can Create Extreme Value the Rolls Royce and Hermès Way

With remarkable collaborations between successful global brands such as the Gucci-Balenciaga hack and the Marvel-Audemars Piguet partnership, it is safe to say that 2021 is the year of iconic collaborations. And now, driven by the Japanese billionaire entrepreneur, art collector, and supercar enthusiast, Yusaku Maezawa, Rolls Royce and Hermès have joined the list for the second time in their histories.

The Bespoke Phantom Oribe by Hermès and Rolls Royce
On the request of billionaire entrepreneur Yusaku Maezawa., Rolls Royce and Hermès teamed up to create this one-off Phantom Oribe. Image courtesy of Rolls Royce
A revolutionary collaboration

Rolls-Royce Motor Cars are, for many, the pinnacle of luxury. In its “standard” version, it already outperforms practically any other refined experience. And with the introduction of its Black Badge lineup and the launch of its Cullinan SUV, the average age of its buyers went down drastically, making Rolls-Royce, surprisingly to many, a luxury car brand with high appeal to young customers.

Interior of the Hermès- Rolls Royce Phantom Oribe
The Rolls Royce-Hermès collaboration is a revolutionary partnership by all standards. Image courtesy of Rolls Royce

Hermès, the French luxury house known for its signature leathers, just posted a record Q1 with 30% growth over 2019. Like Rolls-Royce, Hermès manages to successfully attract young audiences via celebrities, movie stars, and digital influencers that are eager to get their hands on a limited-edition Birkin bag (now considered the most iconic handbag of all time by many). Birkins regularly achieve price-points exceeding a hundred thousand US dollars and have been outperforming most other investments over the past two decades.

When both brands come together to create a unique piece, it will undoubtedly influence the luxury world.

The one-off Rolls Royce x Hermès Phantom Oribe

When Yusaku Maezawa steered Hermès into a collaboration with Rolls Royce, he had a simple goal in mind: create a ‘land jet’ that provides a driving experience similar to private air travel. Both luxury brands listened, and the result is one of the most elegant and understated bespoke Phantoms ever.

The antique Japanese Oribe ware that influenced the car's unique colours
The car’s colours match the green and cream glazes of antique Japanese Oribe ware from the Maezawa’s collection. Image courtesy of Rolls Royce

The car’s two-tone exterior matches the characteristic green and cream glazes of antique Japanese Oribe ware from the Maezawa’s collection. The upper part is finished in Oribe Green – a colour created exclusively for the client. Maezawa also persuaded Rolls Royce to make the colour available for his private jet that will match his bespoke auto, making the creation even more unique. The interior has been finished in Hermès Enea Green leather.

Commenting on this unique creation, Torsten Müller-Ötvös, the CEO of Rolls-Royce says, “This magnificent expression of our pinnacle product represents a landmark for Rolls-Royce Motor Cars, bringing together two houses with more than three centuries’ combined experience and heritage. This majestic and tasteful Rolls-Royce Phantom demonstrates what is possible when talented people from two of the world’s great houses work closely together alongside a far-sighted, inspirational client like Maezawa-san. It is a meeting of minds, expertise, visions and skill that represents the very best of our respective craftspeople and capabilities.”

The interior of the car features Hermès Enea Green leather
The interior of the car is finished in Hermès Enea Green leather. Image courtesy of Rolls Royce
Driving Luxury through unique stories

Yusaku Maezawa is no newcomer to making headlines. In addition to having an estimated net worth of over $3 billion, he also owns some of the most exclusive cars in the world and makes global headlines that further raise his and his brand’s profiles.

The front of the Rolls Royce x Hermès Phantom Oribe
Yusaku Maezawa is known for his love of unique luxury cars. Image courtesy of Rolls Royce

Although the Phantom Oribe actually represents the second collaboration between Rolls-Royce and Hermès – back in 2008, the two houses created a one-off, steely-grey Phantom for the Four Seasons George V hotel in Paris – by agreeing to join their craftsmanship with that of Hermès and the personality of Maezawa along with his special art, Rolls Royce has succeeded in creating a truly unique story, almost guaranteeing a significant value increase of the Oribe over time and further fueling the equities of both brands.

In terms of extreme value creation, the car is a masterpiece from which other brands can learn. Limited editions have incredible potential, but most brands have yet to tap into them. Also, brands should rigorously focus on brand equity creation, which builds excitement, inspiration, and desire. And lastly, to appeal to younger audiences, brands should stay true to their values. The Rolls-Royce Oribe is the perfect example of these tenets — a true masterpiece.

Source: Jing Daily

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