Bentley Reimagines Print for the World of The 1%
Bentley’s new W.O. Magazine transforms editorial storytelling into a collectable expression of automotive culture, bringing together heritage, craftsmanship and the personalities surrounding one of the world’s established luxury car brands.
Luxury has always shared a quiet intimacy with the physical object. A finely bound book, a handcrafted watch, a commissioned automobile, a carefully chosen work of art — each carries a story woven from craftsmanship, provenance, personal taste and legacy. For Ultra High Net Worth Individuals, these are not merely possessions but expressions of who they are. Bentley now brings this philosophy into the world of publishing with W.O. Magazine, a new editorial title conceived as a collectable expression of the marque and the community that gathers around it.
Introduced in London in August 2026, W.O. Magazine succeeds Bentley Magazine, which first appeared in 2001. Its new name honours Walter Owen Bentley, who founded Bentley Motors in 1919. Its editorial direction, meanwhile, looks outward — exploring the contemporary world built around the marque through owners, collectors, craftspeople, engineers, creatives and enthusiasts.
For The One Percent, the timing is telling. The Ultra High Net Worth population reached 510,810 individuals in June 2025, holding collective wealth of approximately $59.8 trillion. This concentrated community is also a formidable force within the automotive industry, generating an estimated $115.6 billion in luxury car spending during 2024.
A New Editorial World for Bentley
The transformation of Bentley Magazine into W.O. Magazine gives the marque a rare opportunity to explore its identity through the people who have shaped its culture. Over more than a century, Bentley has gathered the stories of racing drivers, engineers, designers, craftspeople, owners and collectors — an editorial universe that extends naturally from its automobiles into travel, design, art, craftsmanship and contemporary culture.
The inaugural edition introduces this philosophy through actor and filmmaker Billy Zane and his 1990 Bentley Turbo R. His passion opens a door into the emotional dimension of collecting, where the relationship between owner and automobile deepens through memory, experience, design appreciation and the singular character of a particular car.
This collector’s mentality holds particular resonance among Ultra High Net Worth Individuals. At the highest levels of the market, engineering, design, scarcity, provenance and craftsmanship give an automobile its place within a wider personal collection. A Bentley can therefore occupy a cultural space alongside fine watches, contemporary art, jewellery and architecture — objects chosen to articulate a life of considered taste.
Turning a Magazine Into a Luxury Object
The physical production of W.O. Magazine is central to Bentley’s approach. Different paper stocks introduce tactile variation throughout the publication, while expansive photography, considered typography and generous space create an editorial environment designed for slow, deliberate engagement.
Bentley has also translated elements of its visual identity into the production itself. The marque’s signature green has been specially matched for print, complemented by a textured exterior treatment, white foil detailing and specialist finishing. Together, these give the magazine a material presence that echoes Bentley’s long association with craftsmanship and bespoke production.
For a UHNW audience, materiality shapes the very perception of luxury. The suppleness of leather, the finish of wood, the precision of metalwork, the texture of paper — each communicates through touch and sensory experience. W.O. Magazine brings this philosophy to brand communication, allowing the publication itself to become part of the Bentley experience.
Bringing Bentley Heritage Into Contemporary Mayfair
Bentley accompanied the launch with a temporary experience on Mount Street in Mayfair, transforming Automat into the Bentley Newsagent from 28 August to 4 September 2026. The location holds genuine historical weight for the marque, binding the new publication to Bentley’s celebrated motorsport heritage.
In 1929, four Bentley racing cars and their drivers were photographed together on Mount Street before travelling to the 24 Hours of Le Mans. Bentley went on to secure the first four positions at that race, writing one of the defining chapters of its early history. Returning to the same London neighbourhood in 2026 allows Bentley to turn a historic reference into a living, contemporary experience.
The Bentley Newsagent gave visitors access to a limited edition of W.O. Magazine within a setting connected directly to the marque’s past. The activation shows how heritage remains culturally alive when historical stories are reinterpreted through contemporary experiences, physical spaces and editorial storytelling.
The Growing Influence of The 1%
Bentley’s investment in its cultural relationship with owners arrives alongside the continued expansion of global ultra wealth. According to Altrata, Ultra High Net Worth Individuals accounted for an estimated $290 billion in consumer-facing luxury expenditure during 2024 — roughly 21% of total individual luxury spending worldwide. Luxury automobiles form a significant portion of this, with estimated UHNW spending of $115.6 billion in the category.
The geography of this wealth offers further context for luxury car brands. North America was home to 208,090 Ultra High Net Worth Individuals in June 2025, while Asia counted 129,100 and Europe 127,480. These regions stand as influential centres for automotive collecting, bespoke commissions and luxury experiences.
Looking ahead, the global population of Ultra High Net Worth Individuals is forecast to reach 676,970 by 2030 — adding approximately 166,160 individuals to the mid-2025 figure. This expanding concentration of private wealth creates a vital international audience for marques able to combine exceptional automobiles with meaningful experiences, personalization and cultural relevance.
A New Generation of Automotive Collectors
Generational change will also reshape the relationship between The 1% and luxury car brands. By 2040, Millennials and Generation Z are projected to represent almost 35% of the global UHNW population, while Generation X is expected to account for approximately 45%. These are collectors whose understanding of automotive luxury is shaped by design, technology, personalization, cultural identity and experience.
For Bentley, heritage offers rich material through which to engage them. The marque’s racing history, British craftsmanship, distinctive design language and archive of significant automobiles can be interpreted through editorial content while remaining tied to contemporary owners and their lives.
W.O. Magazine becomes a platform on which these stories can evolve over time. By pairing historical material with contemporary personalities and experiences, Bentley can introduce its heritage to emerging generations of collectors while deepening its bond with established owners.
From Luxury Car Brand to Cultural Universe
Bentley’s activities increasingly carry its automotive identity into a wider lifestyle world. Bentley Residences Miami, for instance, translates the marque’s design philosophy into private residential architecture, complete with automotive-inspired features and direct vehicle access within the home. W.O. Magazine extends this universe through publishing, creating yet another environment in which Bentley’s values can be felt.
For luxury car brands, this broader cultural reach can deepen the relationship between automobile and owner. Automotive design begins to converse with architecture, travel, art, hospitality, fashion and collecting — reflecting the interconnected life of a global UHNW audience.
Bentley’s decision to develop W.O. Magazine as a collectable publication reflects an understanding of luxury as an ecosystem of objects, experiences and relationships. For The One Percent, its significance lies in how the marque transforms its automotive history into a living cultural narrative — offering owners and collectors a place within the continuing story of Bentley.
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