In merely a decade, the superyacht sector has gone through several deep transformations, first trying to navigate a new world of financial instability only to reemerge into a new digital era with unforeseen consequences.
From a world of 3 year long waiting lists at shipyard and yacht flipping, the superyacht sector had to rapidly transition to leaner times that demanded more efficiency as of 2008. The change in dynamic in the economics of yachting caught some companies off guard with, for example, Baglietto posting losses of €25 million in 2008.
Efficient players have however emerged stronger from these turbulent waters, consolidating their position through acquisitions and mergers, such as Lurssen's recent takeover of Blom+Voss. Investors have also taken advantage of this dip in the market to bet on the superyacht market's recovery, leading to several conglomerates such as LVMH with equity stakes in yachting companies.
Although financial turmoil may have had the most noticeable effect on the market so far, the weakened superyacht sector is becoming more and more influenced by the digital world. The latest social media gold rush has seen relatively small brands outperform more established players by taking advantage of their lack of attention.
Digital has however started having an effect on the market much earlier. Prior to this becoming a standard, asking prices would not be displayed on the web for any yacht, hence severely limiting access to the space. As it was becoming clearer that the internet was here to stay, brokers however started releasing more information online, including specifications, which were also previously held confidential.
Despite attempts from trade associations to control and regulate this new flow, information became more accessible as it ultimately benefited the end users. Yacht Harbour itself became a part of this wave, pioneering the Timeline platform in May 2017, giving its users detailed reports on any yacht through a combination of tech and human analysis.
Yachting's growing attention to digital can also be noticed in their branding strategy, which has started to drastically evolve since the times of print advertising. In September 2013, YCO, a yacht brokerage firm, acquired the one-letter domain, y.co from the Columbian name registry in a deal valued by experts in the $1 million range.
Yacht marketing as a whole has undergone a complete transformation in the age of platforms, which sees data-driven companies thrive and rapidly overtake the market as can now be seen on the brokerage and charter side. Recent uplifts in video consumption on social networks have led to a rapid shift in attention away from traditional mediums.
Yacht Harbour's Facebook page, for example, sees its videos reach over 1 million views per month with a strong audience base watching them for up to 15 minutes and more. The largest yacht magazines on the other hand have a circulation in the low 5 digits, creating differences in reach per advertising dollar spent of up to 100x.
Digital is however changing not only how yachting businesses are run, but has also made its way to superyachts themselves. Systems onboard are becoming increasingly controllable by iPads spread throughout the vessels that manage AV systems, blinds and lighting. Meanwhile, a need to remain in permanent contact with the outside world coupled with demanding guests and owners has brought stable internet connections to yachts.
These new times of connectivity have however created unrest amongst some industry professionals fearing that yachts may become increasingly targets of cyberattacks due to their lack of IT protection. In 2013, a team of researchers from Texas had in fact already managed to spoof navigational equipment during an experiment ran on 65m White Rose of Drachs.
The digital revolution has also become a way for new startups to test new business models in yachting, such as FLOAT, an application letting its users rent yachts by the seat from as little as €99 across its own fleet. Throughout the summer, FLOAT's routes have been almost fully booked, sailing the startup to profitability.
Whereas it remains to be seen what other transformations will occur in the yachting space in the future, digital will clearly play a large role in the next few years as the sector continues to become more open and optimised.
Italian yacht builder Maiora, part of NEXT Yacht Group, will preview its new M|30 model at the Cannes Yachting Festival 2025. The 30.4-meter yacht is scheduled for delivery in summer 2026, representing the latest addition to the brand's M line.Designed in collaboration with Quartostile studio and Acube Design, the vessel features a 7.5-meter beam and three-deck configuration. Accommodations include five cabins for 12 guests, with a full-beam owner's suite on the main deck and four guest suites below. Crew quarters aft of the lower deck accommodate five staff members.Design characteristics incorporate full-height windows and glass bulwarks to connect interior and exterior spaces. The exterior profile emphasizes coupé-like lines while maintaining interior volume. The beach club area has been enlarged and reconfigured as an open veranda space connected to the main deck.Acube Design's interior approach utilizes natural materials and organic aesthetics. The main saloon offers flexible usage options, while the owner's suite includes walk-in wardrobe, en suite bathroom with windows, and convertible desk space. The upper deck provides customizable layouts alongside a separate wheelhouse area.Outdoor features include a redesigned sundeck, WalkAround concept passageways, and a forward garage convertible between toy storage and swimming pool functions. The hull incorporates a signature lighting strip consistent with Maiora's M|36 model.The presentation forms part of NEXT Yacht Group's strategy to expand its European market presence. The company describes the M|30 development as contributing to its "Renaissance" initiative focused on contemporary Italian yacht design standards. Production will utilize Maiora's existing facilities with the first unit currently in development.Credits: Maiora
September 10, 2025
Cantiere del Pardo brings three new models at the Cannes Yachting Festival. The presentation includes the Pardo 43 walkaround yacht, VanDutch 75 day cruiser, and Grand Soleil Plus 80 Performance sailing yacht.Pardo 43 The Pardo 43 represents an evolution of the previous model, with over 300 units sold since its introduction. Company President Gigi Servidati stated: "This new version is not about revolution, but evolution - continuing to refine and improve a model that has already made history." The design maintains the walkaround configuration while updating various elements.VanDutch 75The VanDutch 75 measures 22.9 meters and introduces updated styling to the brand's existing design language. The model retains the low-profile silhouette and clean geometry characteristic of VanDutch yachts while incorporating new technical details and Mediterranean design influences.The Grand Soleil Plus 80 Performance follows the Long Cruise version presented at Boot Düsseldorf 2025. The sailing yacht measures 24.4 meters and offers performance-oriented features alongside customizable interior layouts. The first unit has been sold and is currently under construction.Grand Soleil Plus 80 PerformanceCantiere del Pardo currently has four yachts in production across its Plus series: two Grand Soleil Plus 80 models (one Long Cruise and one Performance), one GS Plus 72 Performance, and one GS Plus 65 Long Cruise. Delivery schedules indicate spring 2026 for the first GS Plus 80 LC and late 2026 for the GS Plus 80 Performance.The company maintains production facilities in Italy supporting both motor yacht and sailing yacht construction. With over 5,000 yachts built since its establishment, Cantiere del Pardo operates through a network of 60 countries worldwide. The Cannes presentation demonstrates the company's continued investment across its three brand portfolios.Credits: Cantiere del Pardo; Gianluca Naphtalina Camporesi
September 10, 2025
Sunreef displays the Ultima 55 performance catamaran at the Cannes Yachting Festival 2025, marking its European debut following initial presentation at the Dubai International Boat Show. The 16.8-meter model represents the first in Sunreef's new performance-oriented catamaran series.The vessel achieves 36-knot maximum speed using twin Volvo Penta IPS-800 drives, with hybrid diesel-electric propulsion available on subsequent hulls. The design incorporates a hydrofoil system between hulls to reduce drag and improve fuel efficiency. Construction utilizes carbon composite materials for weight reduction.Sunreef founder Francis Lapp stated: "We listened to our clients, and the feedback was clear. There is still huge enthusiasm for our sustainable, solar-powered luxury catamarans, but some of our owners were requesting a smaller, faster and nimbler take on the genre." The company reports 16 orders with seven hulls currently under construction.Accommodations include an owner's cabin plus two additional guest cabins with king-size beds, each hull containing longitudinally arranged bathrooms. The design allows optional crew cabin configuration. Solar panels integrated into the coach roof provide auxiliary power generation.The catamaran features twin stern platforms extending beam to 7.6 meters for water access, with storage capacity for tenders and water toys. The main saloon connects to exterior spaces through sliding glass doors, creating continuous indoor-outdoor areas. The series will eventually span 13 to 34 meters across six models.The Ultima 55 will be exhibited alongside other Sunreef models at the festival, which runs till September 14. The company continues production at its Gdansk facility, with delivery timelines for ordered hulls extending into 2026.Sunreef Yachts was founded by Francis Lapp in 2002 in Gdansk, Poland. Since then, the shipyard has been designing and manufacturing luxury sailing and power multihulls. Credits: Sunreef Yachts
September 10, 2025
Moonen Yachts has launched the 37.4-meter motor yacht Ad Astra, representing the seventh hull in its Martinique 122 series. The vessel was commissioned by an American owner and features customized elements including a hot tub and distinctive orange waterline marking.The yacht underwent christening ceremonies in September 2025 before beginning sea trials. Following testing completion, Ad Astra will transit from the Netherlands to Caribbean operating areas for private use and charter operations.Design collaboration involved René van der Velden for exterior styling, Diana Yacht Design for naval architecture, and Hollander Yacht Design for interior spaces. The owner worked with designers to incorporate personalized elements throughout living areas and exterior features.Nicky van Zon, Moonen's Technical Director, stated: "Each new build reflects the strength of the platform while giving space for owners to make their yacht truly their own. With her striking orange waterline and bespoke lifestyle features, Ad Astra is a perfect example of this balance."Project Manager Ian Vermoen noted the team's craftsmanship in executing owner-requested modifications while maintaining the Martinique series' technical specifications. The model continues Moonen's focus on semi-custom construction within its production range.IYC's Matthew Stone, representing Moonen's global sales, confirmed the owner initially considered larger yachts before selecting the Martinique platform for its volume and customization capabilities. The yacht's design emphasizes Caribbean cruising suitability with extended range capabilities.The Martinique 122 series maintains consistent naval architecture while allowing owners to personalize interior layouts and exterior styling elements. Moonen continues production at its Netherlands facility with additional hulls in various construction phases.Moonen Yachts is a yacht builder based in the Netherlands, and its first yacht was built in 1964 under the original yard name of De Ruiter. In 1981, the yard was renamed Moonen Shipyards. It’s launching its first vessel under new ownership: Alhena. In 2017 Moonen Shipyards changed into Moonen Yachts. With the help of strong vision, innovative technology and new designers, Moonen is once again becoming the market leader in 30m to 50m luxury yachts.Credits: Moonen Yachts
September 10, 2025
Camper & Nicholsons has opened a new design studio and office in Viareggio, Italy, expanding its service offerings in new construction, refit, and design sectors. The facility includes a materials lounge and digital configurator for client presentations.CEO Paolo Casani stated: "With this studio in Viareggio, we reaffirm our roots and expand into areas that strengthen our heritage: new build sales, project management, refit, and design." The Italian operation is led by Managing Director Daniela Duck, who also serves as Group Head of New Build.The studio will provide three core services: new build sales and project coordination, technical refit services through worldwide shipyard partnerships, and interior/exterior design for both yacht and residential projects. The materials lounge allows clients to review physical samples while digital tools enable real-time visualization of design concepts.Daniela Duck noted: "Our clients can now experience a truly collaborative environment. This is where owners, shipyards, and our team come together to create yachts of the highest quality."The Viareggio location places the company near several Italian shipyards while maintaining global project capabilities through existing international partnerships. The technical team currently oversees multiple new construction and refit projects worldwide.The expansion represents Camper & Nicholsons' increased focus on comprehensive project management services from initial concept through final delivery. The company will maintain its existing offices while utilizing the new facility for client meetings and design development activities.Current projects include the studio's first new build commission and several refit operations managed through partner shipyards. The company continues to provide brokerage services alongside its expanded project management offerings through the Viareggio location.Credits: Camper & Nicholsons
September 9, 2025