The Color Purple
Luxury's New power Color
Purple is having a remarkable moment in luxury. From deep aubergine automotive paint and violet watch dials to amethyst jewelry and lavender leather goods, the color once associated with royalty is finding a new audience.
What makes the trend interesting is the complete colorrange: plum, ultraviolet, lilac, amethyst, lavender and metallic violet all communicate different kinds of luxury.
Auto makers Lamborghini, Rolls-Royce and Bentley are particularly compelling examples from 2025–2026. Bentley even revived an archival purple for a Mulliner commission.
Watchmaking may be the clearest example of purple becoming a serious luxury color. The industry has moved beyond conventional black, blue and green dials toward expressive purple cases, enamel work and precious-metal combinations. French brand Awake, uses time consuming laquer over fine guilloche patterns to finish some of the best dial colors you will ever see, following the impeccably colored H. Moser line up.
Purple has been particularly visible on the Spring and Fall 2026 runways, including accessories from Celine, Balenciaga and Chanel while also playing a staring role in high end jewelry by Bulgari.
We believe that purple is emerging as a distinctive alternative to the green and Tiffany-blue luxury wave, particularly in watches and bespoke automobiles. The evidence is strong for a cross-category design trend, although it doesn't establish purple as the single best-selling luxury color. (blue wins that) but it does give the market a POP when needed and a color that works perfectly with creams, greys and blacks.
We love it.
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