Toward the end of each calendar year, Ian Robertson puts his small arsenal of expensive fountain pens into overdrive. That's when Rolls-Royce motor cars sends an annual yearbook to customers who have purchased a Rolls since Jan. 1, 2003, when production began under the ownership of German automaker BMW. As head of Rolls-Royce, Robertson personally signs each of the book's accompanying cover letters. The bespoke touch is appreciated by the company's superrich clientele which numbered 2,800 when Robertson performed the task last year. "With that many customers," he says, "I could just about do it."
This year,...