Rolls-Royce brought its signature blend of understated elegance and elevated access back to the Côte d’Azur, delivering a thoughtfully orchestrated programme of immersive experiences. The initiative combined personalised driving opportunities with refined hospitality, all set against the sunlit backdrop of one of Europe’s most iconic coastal destinations.
At the heart of the event were two exceptional venues: La Réserve Ramatuelle and Althoff Villa Belrose. These locations were selected not only for their aesthetic appeal, but for how naturally they aligned with the preferences and lifestyles of Rolls-Royce clientele.
Tucked among pine groves and rocky Mediterranean coves, La Réserve offered discreet seclusion, where minimalist architecture opened onto sweeping sea views. Villa Belrose, by contrast, evoked the timeless charm of a private Mediterranean estate, with cascading terraces and panoramic outlooks that evoked a sense of relaxed grandeur, the kind of place where a Cullinan might appear naturally beneath the olive trees.
Rather than stage a spectacle, Rolls-Royce opted for a more intimate, organic integration into destinations that already felt familiar to many of its clients, choices guided by insight into where they choose to spend their summers.
The Rolls-Royce Collection in Motion
A curated fleet of twelve bespoke motor cars served as the centrepiece of the week. Each vehicle exemplified the breadth and evolution of the contemporary Rolls-Royce portfolio. From Phantom and Ghost to Cullinan and the all-electric Spectre, guests were invited to experience the full range of the marque’s craftsmanship along the Riviera’s legendary corniche roads.
It was along these very roads that Sir Henry Royce once tested and refined early Rolls-Royce models from his winter residence in nearby Le Canadel. Their use in the Saint-Tropez programme offered a subtle nod to that legacy, connecting the marque’s early engineering practices with its modern-day refinement.
More Than a Machine
“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. 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.”
Boris Weletzky – Regional Director at Rolls-Royce
Discreet hospitality spaces were thoughtfully established at each venue, designed to host private client meetings and intimate gatherings. These environments acknowledge that acquiring a Rolls-Royce is rarely a transactional experience, but one that extends beyond specifications and delivery timelines. Here, relationships were cultivated, and the marque’s role evolved from manufacturer to curator of lasting, meaningful connection.
Nikki Beach, the Rolls-Royce Way
In keeping with the Riviera’s vibrant spirit, the week also included private dinners, relaxed soirées, and a curated appearance at Nikki Beach, Saint-Tropez’s perennial hotspot. There, Rolls-Royce hosted a discreet celebration of summer’s high season, offering another opportunity for guests to engage with the brand in this quintessential Riviera setting.
Across all touchpoints, the focus remained on connection—between clients, their lifestyles, and the marque itself.