Rolls-Royce launched the company’s newly refurbished London showroom in Berkeley Square yesterday evening. The exclusive event was hosted by Torsten Müller-Ötvös, Chief Executive.

Rolls-Royce Motor Cars London is one of the Company’s most successful dealerships, having maintained its place in the top five global dealer ranking since the launch of Phantom in 2003, despite troubled car sales in UK.

The location of the showroom in Berkeley Square has a special meaning to Rolls-Royce as Charles Stewart Rolls was born on Hill Street just to the West and his first dealership was opened on Conduit Street, two minute’s walk to the East.

During the launch evening, the Phantom Coupé Aviator made its first public debut in the UK. The Phantom Aviator Collection was unveiled to the world first at the Pebble Beach show back in August.

Rolls-Royce will build just 35 examples of the Phantom Coupe Aviator, each vehicle finished in Aviator Grey and a contrasting matte bonnet, window and grille surrounds. Other highlights include a lower fascia in veneered mahogany, aluminium transmission tunnel, a wood and metal theme inside, Thommen aviation-grade clock, matte black dials for power reserve, speedometer and fuel gauges.

This special edition Phantom Coupe hints strongly at the Company’s past, while featuring all the latest comfort and safety features.

Speaking at the event, Torsten Müller-Ötvös said, “I am delighted to host this special event to mark the launch of the new Rolls-Royce Motor Cars London showroom.” He continued, “This significant investment underlines our commitment to one of our leading dealerships and to our home market.”

Despite troubled economy in Europe, Rolls-Royce is doing great. In 2011 they delivered 3,538 cars to customers, a 31 percent increase compared to 2010, when they delivered 2,711 cars.

That’s highest annual sales in the 107-year history of Rolls-Royce. Previous best was 3,347 cars sold back in 1978 during the Silver Shadow II era.

Rolls-Royce customers clearly know what they want as last year nearly every Phantom family model that left the Goodwood plant came with some bespoke personalisation, like unique paint colours, interior detailing and embroidery, to exquisite whole vehicle designs including champagne sets, humidors and picnic sets.

Current Rolls-Royce model range includes Phantom saloon, Phantom Drophead Coupé (convertible), Phantom Coupé and Ghost. In the near future Ghost Coupe will arrive and reportedly a convertible is also planned.