Alright, gather ’round, aspirational motorists and connoisseurs of the comically opulent. Rolls-Royce Motor Cars, a company not exactly known for its understated approach to personal transportation, decided to celebrate the 100th anniversary of its most iconic nameplate, the Phantom, in a manner so on-the-nose it’s practically gilded. How, you ask? By unveiling a one-of-a-kind “Phantom Goldfinger” at the ever-so-chic Concorso d’Eleganza Villa d’Este in Italy on May 24, 2025 . Because nothing says “a century of unparalleled luxury” like a direct homage to a Bond villain whose primary character trait was a somewhat unhealthy obsession with shiny yellow metal.
This wasn’t just any fancy car show; the Concorso d’Eleganza Villa d’Este is where the global elite go to ensure their automotive investments are sufficiently admired . And admire they did, as the “Phantom Goldfinger” made its worldwide public debut on the Grand Hotel’s renowned Mosaic Lawn, presumably reflecting the Lake Como sunshine off its no-doubt-numerous gold bits . This “striking one-of-one Phantom Extended” is a tribute to the 1964 James Bond classic, Goldfinger, and takes its cues from the 1937 Phantom III Sedanca de Ville driven by the film’s titular baddie, Auric Goldfinger. Because when you’re commissioning your multi-million dollar Roller, why not model it after the ride of a man who tried to irradiate the United States’ gold reserve?
The original 1937 cinematic villain-mobile was also conveniently on display, lest anyone forget the source of this glittering inspiration . The new Phantom Goldfinger, revealed in 2024 to mark the film’s 60th anniversary, boasts “18- and 24-carat gold detailing, cinematic references, and intricate storytelling elements inspired by the film’s characters, locations and themes”. One can only imagine the brainstorming sessions: “More gold on the door handles? Or perhaps a tiny, ejector-seat-shaped cigar lighter?” It’s all part of what Rolls-Royce calls a “landmark Private Commission”.
Chris Brownridge, Chief Executive of Rolls-Royce Motor Cars, gushed that the Concorso is the “perfect setting” because it celebrates the car as “an object of art, craftsmanship and cultural expression”. He went on to call the Phantom Goldfinger a “remarkable expression of our Bespoke capabilities and a powerful tribute to a film cherished by the client”. A client, we must assume, with a very particular sense of humor and an even more particular bank balance. The presence of the original Goldfinger Phantom III apparently made the moment “even more special” .
But the golden spectacle didn’t end there. To further mark Phantom’s centenary, Rolls-Royce designers whipped up eight original artworks charting the evolution of the nameplate, each “capturing a different Phantom generation in the artistic style of its era” . One hopes the 1970s piece came with a complimentary fondue set. To cap it all off, an “immaculately presented example of Phantom V” was driven in the opening parade, reminding everyone of Phantom’s historic role as a “symbol of power, influence, and leadership” – or, you know, just being really, really expensive.
Rolls-Royce boldly claims this glittering debut and centenary celebration became a “defining expression of Bespoke artistry and enduring cultural significance” . While its place in the annals of “cultural significance” might be debatable (unless your culture is conspicuous consumption), it certainly made a statement. And for those who couldn’t quite stretch to a one-off Goldfinger edition, fear not: every Rolls-Royce Phantom hand-crafted in 2025 will receive a “special centenary chassis plaque”. Because even at this level of luxury, a little extra plaque never hurt anyone’s feelings.
So, as the Phantom rolls into its next century, possibly with a faint whiff of gold bullion and movie villainy, one thing is clear: Rolls-Royce knows how to throw a party, even if the guest of honor is inspired by a man who famously expected Mr. Bond to die.
