New Sparkle Roll International Group Limited, an investment holding company, engages in the dealerships of luxury goods and automobiles in Hong Kong and Mainland China. It operates through Auto Dealership, Non-auto Dealership, and Property Management and Others. The company distributes automobiles under Bentley, Lamborghini, and Rolls-Royce brands; watches under the PARMIGIANI, deLaCour BiTourbillon, and Buben & Zorweg brands; fine red wines under the DUCLOT EXPORT, Maison Joanne Bordeaux, Ulysse Cazabonnie, Compagnie Medocaine Des Grands Crus, Domaine d'Eugénie, and Chateau D'Yquem brands; jewelleries; audio equipment under the Bang & Olufsen brand; menswear apparels and accessories under the Corneliani brand; cigars and smoker's accessories; silver and home articles; and health products. It also provides property management, holding, leasing, and rental; money lending; advertising; and automobile related after-sales; exhibition and consultancy; culture and art exchange activities; insurance agency; business planning and management; marketing; tenancy and sub-tenancy; and real estate consultation services. In addition, the company is involved in corporate management activities; magazine publication; sales and distribution of audio and visual consumer electronic products; trading of automobile related parts and accessories; sale of merchandised goods; and film related business, including development and investment in films and television programs. The company was formerly known as Sparkle Roll Group Limited and changed its name to New Sparkle Roll International Group Limited in September 2021. The company was incorporated in 1996 and is based in Wan Chai, Hong Kong.