- Novitec Phantom wears wheels styled after Rolex Submariner dials.
- Owned by jeweler Klaus Koenigsallee to promote his luxury boutique.
- A bold, comedic, and undeniably attention-grabbing luxury statement.
Rolls-Royce has always been, for most people at least, a brand rooted in quiet, calm, and elegant luxury. But what happens when a buyer embraces that image, only to realize later they need a bit more attention?
If you’re Klaus Koenigsallee, a man whose daily life is measured in diamonds, polished gold, and six-figure wristwear, there’s only one answer. You get Novitec to slap some wheels on your car that make it appear as if your Rolls is rolling on arguably the most famous Rolex of all, the Submariner.
More: TAG Heuer Built A Hypercar-Inspired Watch That Costs As Much As A Supercar
It might sound, and definitely look like, some over-the-top AI hoax, and to be honest, we were skeptical ourselves until Novitec confirmed it.
Photos Novitec
With most wheels, this Phantom VIII Series II would probably float through traffic as stealthily as a 1998 Honda Civic. It’s simple. It’s black. It had large SP3 dished wheels in the past, and it has some silver accents.
Don’t get us wrong, this thing is as long as a Cadillac Escalade, so it isn’t going anywhere without having a rotund presence wherever it goes. That said, it’s going to turn a lot more heads and clock faces than ever before.
Timing Is Everything
Each rim is custom-built by Novitec atop its SP3 wheelset. The finished product is a clear reference to the famed Rolex Submariner bezel. It features heavy hash marks, deep dive edging, and clean dial typography with the word Klaus at the center.
At the hub, a scripted phrase reads: “Dein Lieblingsjuwelier auf der Kö,” or “Your favorite jeweler on the Kö,” nodding to Düsseldorf’s high-end Königsallee shopping district.
@car_spotter_vienna The most luxurious Rolls Royce Phantom of the KÖ-king and jeweler Klaus Gawron 💎 Custom made wheels in a clock design ⏱️ @Klaus Gawron Follow for more exclusive cars! #rollsroycephantom #rollsroyce #jewlery #königsallee #düsseldorf #photography #viralreels ♬ Originalton – car_spotter_vienna
Up until this point, bystanders probably had to wonder what type of watch the occupant of the Phantom likes wearing the most. Now, they wonder no more. There are people who buy black Rolls-Royces because they don’t need to prove anything. Then there’s this.
To Klaus’ credit, premium watches and cars clearly play in the same space. Bugatti, McLaren, Mercedes, Porsche, and more all have some involvement with watch brands and cross-branded products. This just might be the first time that the watch face ended up on the outside of the car.