I hope I can be forgiven in thinking Rolls-Royce was the most prestigious automotive brand extant, a British automaker that continues to hand-build its bespoke cars to standards from another era. So, you could imagine my surprise to learn that Rolls-Royce is also a lifestyle brand. For you groundlings out there, they call those lifestyle events “client experiences.”
I am still reeling from the discovery that Montessori too is a lifestyle brand–I had this revelation when my son’s classmate was picked up in a Lamborghini Urus and, no, they didn’t look like hippies either—so you have to beg my pardon when I have doubts that everything must be a lifestyle brand. I certainly don’t blame Rolls-Royce for trying.
For this exclusive escapade for July 28-August 3, 2025, Rolls-Royce invited its clients to the French Riviera’s “most celebrated addresses” in an attempt to “remain present in the world’s most rarefied locations.”
“Our summer programme in Saint-Tropez is a considered extension of our wider philosophy—to ensure our clients are never without the community, hospitality and access that Rolls-Royce provides, wherever they are in the world,” says Boris Weletzky, Regional Director, United Kingdom, Europe and Central Asia, Rolls-Royce Motor Cars. “Through this series of elegant engagements, set in some of the Riviera’s most sought-after addresses, Rolls-Royce affirms its role as both a curator of exceptional motor cars and a meaningful part of our clients’ lives.”
If you’re a Rolls-Royce owner, you’re missing this exclusive series of client experiences in Saint-Tropez that include “private appointments, curated drive opportunities, and private gatherings” in several landmark destination that include La Réserve and Althoff Villa Belrose. Is that near where Morrison is buried? Apparently not—”La Réserve pairs modernist minimalist architecture with extraordinary seclusion, offering a spectacular sea view” while Althoff Villa Belrose “evokes the relaxed grandeur of a private Mediterranean estate” with its “cascading terraces and panoramic views.”
Rolls-Royce claims these destinations reflect the “tastes and habits” of their clients, presumably gleaned from a Mailchimp questionnaire that, interestingly, I never received (I even looked in my Junk folder).
Of course, if Rolls-Royce designed a set of soirées for its customers, it’s likely that the company’s very expensive vehicles are not far behind. “From these venues, guests are invited to explore Rolls-Royce’s full contemporary product portfolio via 12 Bespoke motor cars on the sweeping corniches that the region is famed for. These coastal roads were once favoured by Sir Henry Royce, who refined early motor cars from his winter home in nearby Le Canadel.” See? Even one of its founders was living the lifestyle, so a lifestyle brand it is.
If you’re currently on site enjoying this excursion, please don’t forget to send us a postcard. If you’re an owner and wish to plan for 2026, you can use the marque’s private members’ app, Whispers, to anticipate Rolls-Royce’s announcement for next year’s event.
