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 distributes cars of various brands, including Bentley, Lamborghini, and Rolls-Royce; watches under the PARMIGIANI, deLaCour BiTourbillon, and Buben & Zorweg brands; and jewelries. The company distributes fine red wines under the DUCLOT EXPORT, Domaine d’Eugénie, Maison Joanne Bordeaux, Ulysse Cazabonnie, Compagnie Medocaine Des Grands Crus, and Chateau D’Yquem brands; audio equipment under the Bang & Olufsen PLAY brand; men’s apparel and accessories under the Corneliani brand; and cigars and smoker’s accessories. In addition, it trades in automobile related parts and accessories; money lending; silver and home articles; sells and distributes audio and visual consumer electronic products, as well as airline; and offers automobile related after-sale services. Further, the company provides management; exhibition and consultancy; insurance agency; publishes magazines; property rental, holding, and management; tenancy and sub-tenancy; advertising and marketing; and sells merchandised goods. Additionally, it develops and invests 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.