The House of Oranje-Nassau is having a moment. King Willem-Alexander and Queen Máxima were pitchside in Rotterdam, celebrating a Dutch double at the Women’s and Men’s World Cups. It was a choreographed photo-op perfection: orange blazers, waving flags, the whole kit and caboodle. Back in London, the Palace press office watched with the quiet fury of a spurned lover.
Let’s be clear: the British monarchy still dominates the global soft power game. No crown jewels, no state coaches, no Trooping the Colour. But this Dutch display is a reminder that the Windsors are not the only royals on the block. The Dutch are leaner, less bogged down by succession scandals or colonial baggage. They play the modern monarchy game with a tactical nous that Westminster types often envy.
This is not an existential threat. The Queen’s funeral was a global broadcast event that no other royal family can match. The brand is strong. But the Palace knows that soft power is a muscle that must be flexed. When a smaller monarchy gets a double-win bounce, it chips at the narrative of British exceptionalism.
Sources close to the Palace tell me there is a quiet irritation at the coverage. You will not hear a public word of it, but the courtiers are watching. They know that in the battle for hearts and minds, every smile, every wave, every trophy counts. The Dutch have landed a blow. Expect a recalibration from the Firm. They hate being second to anything.
For now, the Oranje can bask. But in the long game, the House of Windsor still holds the aces. The question is whether they will play them.