Princess Yachts International

What Princess Yachts International does

Princess Yachts International is a privately held British luxury motor yacht manufacturer headquartered in Plymouth, England (legal entity Princess Yachts Limited, incorporated in England and Wales). Founded in 1965 originally as Marine Projects (Plymouth) Ltd and renamed Princess Yachts International in 2001, the company designs, engineers, and builds luxury motor yachts across seven classes — X Class (25-29m), Y Class (22-29m), F Class (14-20m), S Class (20-25m), V Class (12-20m), C Class (14m) — and the newly introduced Odyssey superyacht line. Over 80% of each yacht is crafted in-house across dedicated Mould, Furniture, Metal, and Loom shops at Plymouth production facilities including the 30,000 m² Coypool site, Langage facility, and the historic South Yard/Ropery building. Engineering capabilities center on proprietary deep-V hull design, resin-infusion GRP moulding using 5-axis machined polystyrene tooling, a 1:1 scale mock-up design process, and the in-house Princess Design Studio comprising 14 specialized teams for customization.

The business model is build-to-order luxury yacht sales to ultra-high-net-worth individuals, with quoted unit pricing ranging from £1M to over £10M per vessel depending on class, length, and customization. Sales are executed exclusively through an authorized global distributor network spanning 40+ countries across Europe, the Americas, Asia Pacific, the Middle East, South America, Africa, and the Caribbean, supported by participation in 25+ international boat shows annually. Complementary revenue streams include the Sea Ready integrated onboard packages (Williams Jet tenders, Starlink Maritime connectivity, safety and water-toy equipment), the Princess Genuine online parts and accessories store, and the Watermark digital customer magazine subscription for registered owners. The company employs 1,001-5,000 people and operates with no public ticker or IPO, distributing via enterprise field sales through specialist distributors rather than direct-to-consumer channels. The company holds ISO 14001 environmental management certification (awarded 2010, a first among major European yacht builders) and partners with the Marine Conservation Society on marine sustainability initiatives.

Name

Princess Yachts International

Legal name

Princess Yachts Limited

Website

https://princessyachts.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Princess Yachts International is a privately held British luxury motor yacht manufacturer founded in 1965 and headquartered in Plymouth, England. The company designs and builds seven yacht classes from 14m to 29m+ plus the new Odyssey superyacht line, with over 80% crafted in-house and sold through a global distributor network of 40+ countries to ultra-high-net-worth individuals.

Ownership category

akta.pro rank

Product category

Luxury Yacht Manufacturing

NAICS

Ship and Boat Building (3366)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Luxury Motor Yacht Manufacturing (IMAJAMAD)

akta.pro secondary industries

Full-Custom Superyacht & Megayacht Manufacturing (IMAJAMAB), Luxury Yacht Systems Integration & Commissioning (Shipyard) (IMAJAMAI)

Keywords

• Luxury yacht manufacturing
• Motor yacht design
• Custom yacht building
• Yacht accessories supply
• Superyacht construction

Headquarters

HQ city

Plymouth

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Luxury Yacht Sales: Core revenue from manufacturing and selling luxury motor yachts across seven model classes (X, Y, F, S, V, C Class) ranging from 14 to 29+ metres. Each yacht is built to order with extensive customization options. Revenue from new yacht construction and direct sales to customers.
2. Aftermarket Parts & Accessories: Sales of genuine Princess parts, accessories, and equipment through the Princess Genuine online store (princessyachtsgenuine.com). Includes maintenance parts, equipment, and supplies for existing yacht owners.
3. Sea Ready Packages: Pre-configured packages of essential onboard equipment including Williams Jet tenders, safety gear, water toys, communication systems (Starlink), spare parts, and essential equipment delivered with new yacht purchases.
4. Events & Show Presence: Revenue generation through international boat show participation where yachts are displayed and sales enquiries generated through the global distributor network.
5. Customer Magazine & Content: Watermark customer digital magazine subscription for Princess owners, providing exclusive content, lifestyle features, and updates on new models and services.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Princess Yachts International designs, manufactures, and sells luxury motor yachts across seven model classes (X, Y, F, S, V, C Class) plus the new Odyssey superyacht line, ranging from 14 to 29+ metres. Each yacht is built to order with extensive customization through the in-house Princess Design Studio, with over 80% of construction completed at Plymouth facilities. The company also offers the Sea Ready onboard equipment package, genuine parts and accessories through an online store, and the Watermark owner digital magazine.

Product overview

Princess Yachts International is a British luxury motor yacht manufacturer offering seven classes of yachts: X Class (25-29m), Y Class (22-29m), F Class (14-20m), S Class (20-25m), V Class (12-20m), and C Class (14m), plus the new Odyssey superyacht line. Founded in 1965 and based in Plymouth, England, the company crafts over 80% of each yacht in-house. Beyond yachts, the portfolio includes the Sea Ready preparation package, a Parts Store, the Watermark customer magazine, and a 3D configurator for customization.

Differentiator

Problem solved

Functional benefit

Brands

• Odyssey: A new era of Princess superyachts featuring the Odyssey 108, designed for exceptional volume and distance cruising.
• X Class
• Y Class
• F Class
• S Class
• V Class
• C Class

Products and services

• X Class Luxury motor yacht class accommodating 8-10 people, measuring 25-29 metres in length. Built to order with extensive customization through the Princess Design Studio.
• Y Class Luxury motor yacht class accommodating 8-12 people, measuring 22-29 metres in length. Built to order with bespoke personalization.
• F Class Luxury motor yacht class (flybridge) accommodating 4-8 people, measuring 14-20 metres in length. Built to order.
• S Class Luxury sports yacht class accommodating 8 people, measuring 20-25 metres in length. Built to order with bespoke customization.
• V Class Luxury motor yacht class accommodating 4-8 people, measuring 12-20 metres in length.
• C Class Compact luxury motor yacht class accommodating 4 people, measuring 14 metres in length.
• Odyssey Superyacht Line New superyacht line featuring expansive volume and exquisite craftsmanship, engineered for distance cruising. Includes the Odyssey 108 model.
• Sea Ready Curated package of essential onboard items including Williams Jet tenders, toys, fenders, safety equipment, and communications solutions (Starlink Maritime), delivered as a unified ready-to-go package with new yacht purchases.
• Princess Parts Store Online store (princessyachtsgenuine.com) for genuine Princess yacht parts, accessories, maintenance parts, equipment, and supplies for existing yacht owners.
• 3D Configurator Hyper-real, fully interactive 3D platform launched in 2025 that allows clients to experience and customize their yacht long before it is built.
• Watermark Customer Magazine Exclusive digital magazine subscription for registered Princess yacht owners featuring curated news, lifestyle features, exclusive first looks at new models, and behind-the-scenes shipyard content.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Williams Jet TenderscoreTechnology or IntegrationPrincess Yachts offers Williams Jet tenders as part of the Sea Ready programme. Pre-delivery inspections and fitting are handled through Princess, providing seamless integration of tender equipment with new yacht purchases.
• Starlink Maritime (SpaceX)coreTechnology or IntegrationPrincess offers Starlink Maritime High Performance connectivity systems as part of Sea Ready packages, enabling customers to stay connected while aboard.
• Devon Contract WasteminorStrategic or Co-development PartnerPrincess Yachts partners with Devon Contract Waste for waste management initiatives, including the 'Recycle and Raise' programme that turns plastic bottle tops into new items such as picnic benches, with proceeds raising money for charity.
• Marine Conservation SocietycoreStrategic or Co-development PartnerSince 2016, Princess Yachts has partnered with the Marine Conservation Society to protect and sustain marine environments for future generations, supporting various projects around Plymouth Sound and further afield.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Sunseeker International: UK-based luxury motor yacht manufacturer with comparable size, product range (around 50–161 ft), and global dealer network. Closest direct competitor to Princess in design language, build approach, and target UHNW customer base.
• Ferretti Group: Italian luxury yacht conglomerate owning Ferretti, Riva, Pershing, and others. Directly competes with Princess across motor yacht segments, with overlapping customer profiles and similar ASP band.
• Azimut|Benetti Group: Italy's largest luxury yacht builder, spanning Azimut motor yachts and Benetti superyachts. Comparable in scale, model breadth (12m+), and global UHNW distribution.
• Sanlorenzo: Italian luxury yacht builder focused on semi-custom motor yachts and superyachts in the 24m+ range. Comparable bespoke build model, premium positioning, and direct overlap with Princess Y and X Class and Odyssey.
• Heesen Yachts: Netherlands-based luxury motor yacht and superyacht builder with all-aluminium construction and similar UHNW clientele. Comparable in build philosophy, customisation, and size band to Princess upper classes.
• Feadship: Dutch custom superyacht builder (60m+) competing in the larger-displacement segment where Odyssey and X Class play. Comparable bespoke build model, premium craftsmanship, and shared customer pool.
• Pershing (Ferretti Group): Italian luxury sports yacht brand within Ferretti Group, focused on high-performance motor yachts. Direct competitor to Princess S and F Class in the sports yacht segment.
• Fairline Yachts: British luxury motor yacht manufacturer with comparable heritage, product range (~45–78 ft), and distributor-led GTM. Directly competes with Princess V and C Class in the smaller luxury segment.

Broad incumbents

• Lürssen: German superyacht builder (60m+) competing with Odyssey and the upper Princess range. Larger and more established in the megayacht space; relevant comparable for the high-end of Princess's lineup.
• Viking Yacht Company: US-based luxury sport fishing and motor yacht builder with comparable model range and UHNW buyer base, though oriented toward the American convertible and express market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/_princessyachts
• Facebookfacebook.com/PrincessYachts

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Princess Yachts International