Sony seems to release a new controller color every time my current ones are looking a bit rough.
Judging from a Twitter post that popped up earlier but has since disappeared, the newest offering in their DualShock 3 controller line will be this limited edition Metallic Grey model, which they say is coming this June to North America. The price will likely be exactly the same as current controllers.
This looks exactly like the Metallic Grey model announced earlier this month for Japan. Maybe you'll get lucky too, Europe.