Yesterday, Rolls-Royce Motor Cars launched a new app called “Whispers” to Rolls-Royce owners in the UK, the US, Europe, and the Middle East.
The luxury British automaker said Whispers — the “most exclusive Members Club in the world” — is a “a gateway to the world’s most rarefied products, services and ideas.”
According to Rolls-Royce, its customers are “untethered by common constraints such as time and money.”
And the company’s app — which it says has been tested for 2+ years — is designed to extend the Rolls-Royce ultra-luxury brand beyond cars and into high-end experiences.
But, naturally, Whispers will only be available to owners of new Rolls-Royces.
Just with more caviar. Or dolled up with diamonds to make them more exclusive.
The deceptively normal-seeming Whispers app includes:
But though the features of the app may seem familiar…
Many of the experiences in the Rolls-Royce app are customizable for each high-end customer. But that didn’t stop the company from making some… suggestions.
Among the app’s ritziest recommendations:
There’s nothing more luxurious than exclusivity. So social clubs, apps, and other experiences with absurdly high barriers to entry — like Rolls-Royce ownership — offer new ways for the world’s most elite luxury businesses to sell their brands.
Rolls-Royce isn’t the only one in on the action, either: Prada recently launched an event series featuring art, music, food, and panel discussions (available only to its VIP superfans, of course). Ralph Lauren, Gucci, and other luxe-tailers have also moved in the experiential direction.