Notoriously a slow-mover in tech, the superyacht industry is now also being affected by the increasing role social media plays. Yet, whilst most are struggling to implement efficient strategies in the space, some have embraced this new wave to evolve.
Historically, the yachting sector has been dominated by an overall fear of the free circulation of information, a sentiment that was an ill fit for the new online world. Coupled with a way of thinking that believed no client was on those platforms, this meant that the industry's dominant players often discarded social media as a joke. Other upstarts and individuals however heavily invested their time in this emergent field over the past five years and are now starting to reap their rewards.
Perhaps one of the most well known yachts built by Amels, the 55-meter Gene Machine has garnered a strong reputation in the industry, in large part due to its crew's coordinated activity on social media, drone footage and relative transparency in their activity. Covered by most yachting publications but also CNN, Gene Machine's strong brand could one day yield it significant resale value, an advantage that the 53-meter Mischief is already capitalizing on in the charter space with a strong Instagram audience built around the fun activities one could undertake onboard the yacht.
These experiments have proven so efficient that many charter yachts are now jumping on the bandwagon, trying to grow the yacht's individual brand through social media. FLOAT, a new startup renting out yachts by the seat through its app, has for example made social media advertising its principal user acquisition channel and managed to drastically optimize its marketing costs through this funnel.
Founded in 2014, Yacht Harbour itself leaned heavily on social media, and Instagram in particular, during its early days before aggressively spreading across a variety of mediums and platforms. In fact, to this day, nearly 60% of traffic to Yacht Harbour's website comes from its social media audience where the company generates over 6 million impressions every month, all channels combined.
Some individuals have also seen the value of social media early in yachting and leveraged this insight into significant influence over the market. Benjamin Matlby, one of the most well-known lawyers in the field, has built up a significant audience on Twitter and spun-off from the platform into other mediums.
David Seal, a broker with Northrop & Johnson, took the reigns in the production of video documentaries about his central listings and distributed those on YouTube. His latest video on the 50-meter Da Vinci garnered 135,000 views in 2 weeks, a strong number in an industry that often pays thousands for a fraction of this reach in print publications.
Some historically dominant players have however also been quick to react to the social media trend in building their own followings, in part to prevent syndication accounts from putting themselves in between them and their audience.
German megayacht builder, Lurssen has, for instance, managed to build a following of over 105,000 subscribers on Instagram around shots of its fleet around the world. A strategy which is now being also followed by various other shipyards looking to go direct to customer and increase their brand awareness across younger audiences.
Yet, despite these success stories, the white space in social media still remains with some unwilling or unable to embrace this new trend. For example, only 7% of Yacht Harbour's audience is reached by other yachting companies according to Facebook data.
CRN has launched the 67.55-meter superyacht M/Y Amor à Vida at the Ferretti Group Superyacht Yard in Ancona. The vessel, built with a steel and aluminum displacement hull, entered the water during a private ceremony on January 23, 2025. Previously known as Project Maranello, the yacht features six decks and measures 11.80 meters in beam, with a gross tonnage of 1,450 GT.The exterior and interior design were created by Nuvolari Lenard, working in collaboration with CRN, which provided its expertise in custom yacht construction. The project was overseen by Moran Yacht & Ship, acting as the owner’s representative and managing construction processes, inspections, and contractor coordination.M/Y Amor à Vida accommodates up to 12 guests and 17 crew members. Its exterior styling is described as sleek and dynamic, reflecting the owner's vision and lifestyle preferences. The vessel is equipped with a hybrid propulsion system designed to enhance fuel efficiency and reduce energy consumption. A heat recovery system has also been integrated to optimize hot water usage for the pools and onboard plumbing, improving operational efficiency and reducing costs.Work on the yacht’s interior and exterior outfitting, along with testing and sea trials, is set to continue until its scheduled handover in spring 2025.The Ferretti Group, led by Chief Executive Officer Alberto Galassi, is now one of the world’s leaders in the construction and sale of luxury yachts and pleasure vessels, with a unique portfolio of brands: Ferretti Yachts, Riva, Pershing, Itama, Mochi Craft, CRN, Custom Line and Wally.Credits: Ferretti Group
January 24, 2025
GX Superyachts has achieved a significant milestone in the construction of its first yacht, the GX42, with the successful turning of the aluminium hull. This operation, carried out at SES Yachts near Tuzla, Turkey, involved the use of four mobile cranes and required several hours of precision work. The hull turn marks a critical step in the build process for the 42-meter yacht, which is on track for delivery in the summer of 2026.In addition to completing the hull turn, the build team has attached the superstructure to the hull. The GX42 features a raised pilothouse design with a curved hardtop that supports solar panels capable of generating up to 27 kW of power. These advancements highlight the yacht’s hybrid propulsion system and emphasis on energy efficiency.The GX42 is the first project from GX Superyachts, a new brand offering a range of vessels from 24 to 56 meters in length. The company’s founder, Vladimir Zinchenko, expressed satisfaction with the progress, noting that the build is ahead of schedule. The yacht’s naval architecture is by Francesco Rogantin and NAMES, with exterior design by Marco Casali.The GX42 aims to combine fuel efficiency with modern design and comfort, positioning it as a forward-looking option in the yacht market. The first hull’s progress has generated interest among prospective buyers, according to the company.Credits: GX Superyachts
January 24, 2025
U-Boat Worx, a Dutch submersible manufacturer specializing in private, research, and commercial applications, has unveiled new imagery of its Super Sub model. Designed for high-speed underwater exploration, the Super Sub is equipped with advanced features intended to enhance performance and user experience.The submersible’s propulsion system includes four in-house-engineered thrusters, generating 100 kW of power and enabling a maximum underwater speed of 9 knots. This speed allows for steep 45-degree ascents and dynamic underwater maneuvers. Its droplet-shaped hull and advanced wing configurations contribute to its hydrodynamic design, setting it apart from other submersibles in terms of agility and efficiency.The Super Sub accommodates a pilot and two passengers in an ultra-clear acrylic hull that offers 360-degree views. Ergonomic seating and a five-point harness system ensure safety and comfort during high-speed maneuvers.Developed as part of U-Boat Worx’s bespoke submarine program, the Super Sub allows for customization to meet the specific preferences of its owners. The model combines engineering precision with high-quality craftsmanship, aiming to deliver a unique underwater experience.Founded in 2005, U-Boat Worx has produced over 60 submersibles used globally in private, research, and cruise industry contexts. The company continues to innovate in submersible design with a focus on safety and performance.Credits: U-Boat Worx
January 24, 2025
Ocean Independence has announced two major developments, highlighting its expanding presence and strategic collaborations in the global yachting industry.The company has opened a new office in Dubai, marking its 16th location worldwide. Situated at the Dubai Harbour Marina, the office strengthens Ocean Independence’s presence in the Arabian region, a rapidly growing hub for superyachting. The new branch will be led by experienced broker Sebastian Dumitrescu, who has been appointed Group Director. CEO Peter Hürzeler emphasized the importance of a local presence in key markets, noting that Dubai offers significant opportunities across sales, charter, and yacht management services. G24 ClassicIn addition, Ocean Independence has formed a strategic partnership with the Giangrasso Group, an emerging player in the Italian yacht market. The Giangrasso Group, known for its longstanding expertise as a subcontractor for major shipyards, is now launching its own brand. Ocean Independence is serving as the global sales agent for the company’s new semi-custom and full-custom superyacht lines.Sebastian Dumitrescu and Peter Hürzeler The partnership’s first project is the G24 Classic, a 24-meter yacht crafted entirely of aluminum and designed by Arrabito Naval Architects. The vessel, with a top speed of 27 knots and a cruising range of 300 nautical miles, features interiors by designer Michela Reverberi. The yacht is tailored as a family-friendly world cruiser with elegant, maritime-inspired interiors. The G24 Classic is set to make its global debut at the Cannes Yachting Festival after delivery to its owner in August.G24 ClassicOcean Independence is also supporting the Giangrasso Group’s plans to expand its portfolio with two additional semi-custom platforms, measuring 34 and 45 meters. Hürzeler expressed optimism about the collaboration, citing strong market interest in the size range.With these developments, Ocean Independence continues to expand its footprint and reinforce its role as a key player in the global yachting industry.Credits: Ocean Independence
January 23, 2025
Saxdor Yachts used its press conference at boot Düsseldorf 2025 to showcase developments in its business, technological advancements, and product range. The Finnish company reported significant milestones, introduced digital tools for customer engagement, and unveiled updates to its lineup.Saxdor 460In 2024, Saxdor Yachts achieved a record-breaking year, surpassing €100 million in revenue. Within five years of its founding, the company has grown to produce over 500 boats annually, expanded its dealership network to 152 global locations, and entered eight new markets. The workforce now exceeds 600 employees.During press conference At the event, Saxdor launched Saxdor AI and a Virtual Showroom in collaboration with Younite and Cadentia Technologies. Saxdor AI is designed to provide personalized, interactive assistance throughout the customer journey, from exploring models to post-purchase support. The Virtual Showroom enables customers and dealers to experience the fleet in a photorealistic, customizable digital environment, offering detailed views and configuration options.During press conference The company also unveiled the Fathom® e-Power system, an advanced lithium-ion auxiliary power management solution developed in partnership with Navico Group. Available on the Saxdor 400 GTC and the forthcoming 460 model, the system offers a quiet and efficient alternative to traditional diesel generators, supporting high-demand systems such as air conditioning and stabilization.Saxdor 460Saxdor announced the global debut of its new flagship model, the Saxdor 460, set for the Cannes Yachting Festival in 2025. The model is aimed at customers seeking increased space and versatility, marking the company’s entry into a larger market segment.Saxdor 460Since its inception in 2019, Saxdor Yachts has experienced exponential growth, producing over 1000 boats and capturing the industry’s attention with their innovative approach. Now, with the introduction of the Saxdor 400 GTO, Saxdor Yachts aims to make waves in the 40-45 ft sport boat market, leveling up from the game-changing entry-level 200 and mid-range 320 models.Credits: Saxdor Yachts
January 23, 2025