New diamond crusted key ring to cost more than $750,000

AutoExec Summary
Finnish company Awain has created a line of customised, jewel-encrusted car keys that are priced higher than the cars themselves. Ranging in price from €49,000 to €500,000, the keys are adorned with diamonds and gold, with the most extravagant model, the Phantom, costing $786,000. Former motoring writer and luxury car salesman Jalmari Mattila is the brains behind the extravagant keys, which took two years to design. Each key is individually numbered and signed by the maker and takes between 100 and 300 hours to make. However, the future of the business is uncertain as car manufacturers are increasingly moving towards technology-based keyless systems.

Brands mentioned:

• LuxuryMerc
• BMW
• Mercedes-Benz
• Rolls-Royce
• Ferrari
• McLaren
• Hyundai