Tiara Yachts
- Company typePrivate
- Founded1974
- HeadquartersHolland, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
Tiara Yachts firmographics
Firmographics- Name
- Tiara Yachts
- Legal name
- Tiara Yachts, Inc.
- Website
- https://tiarayachts.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Tiara Yachts industry classification
Industry- Product category
- Luxury Yachts
- NAICS
- Boat Building (336612), Ship Building and Repairing (336611)
- SIC
- Ship & Boat Building & Repairing (3730)
- akta.pro primary industry
- Luxury Motor Yacht Manufacturing (IMAJAMAD)
- akta.pro secondary industries
- Motor Yacht Manufacturing (IMAJAEAB), Semi-Custom & Series Production Yacht Manufacturing (IMAJAEAM), Luxury Yacht Systems Integration & Commissioning (Shipyard) (IMAJAMAI)
Keywords
Where Tiara Yachts is headquartered
LocationHeadquarters
- HQ city
- Holland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Tiara Yachts business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Luxury Yacht Sales: Tiara Yachts generates revenue through the sale of new luxury motor yachts and sport yachts. Models range from 34 to 60 feet in length across multiple series (EX, LE, LS, LX). Sales are conducted exclusively through factory-authorized dealers.
- Parts and Service: Dealer network provides parts and technical support services for existing Tiara Yacht owners. Service revenue generated through authorized dealer service departments.
- Merchandise and Accessories: Tiara Collection branded merchandise including apparel and accessories available through the Tiara Collection online storefront (tiarayachtscollection.com).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom yacht pricing based on model selection and options |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
Tiara Yachts product offering
Product offeringCore offering
Tiara Yachts manufactures and sells luxury motor yachts and sport yachts ranging from 34 to 60 feet LOA across four series (EX Express, LE Luxury Express, LS Luxury Sport, LX Luxury Crossover). The company produces its yachts at a Holland, Michigan manufacturing facility and sells exclusively through a global network of factory-authorized dealers who provide sales consultation, sea trials, and after-sales service. Optional configurations include modular cockpit layouts (Adventure Module, Buffet Lounge), custom hull paint through the Paint Your Tiara program, and integrated Garmin marine navigation with Mercury Verado or Volvo Penta IPS propulsion.
Product overview
Tiara Yachts is a family-owned American manufacturer of luxury watercraft headquartered in Holland, Michigan, operating since 1974. The product portfolio consists of four distinct series organized by hull design and propulsion type. The EX (Express) Series includes EX 54 (54' LOA) and EX 60 (60' LOA), featuring inboard Volvo Penta IPS propulsion for extended cruising with luxury amenities. The LE (Luxury Express) Series comprises 39 LE, 43 LE, and 48 LE, offering outboard Mercury propulsion with below-deck accommodations ideal for day cruising and entertaining. The LS (Luxury Sport) Series spans 34 LS through 56 LS as the first Tiara yachts designed specifically around outboard propulsion, emphasizing luxury sport day yachting with center console layouts. The LX (Luxury Crossover) Series includes the 34 LX featuring transformational seating and crossover functionality. All models feature integrated Garmin Marine Navigation Systems, customizable cockpit modules (Adventure Module, Buffet Lounge), and optional features such as fishing modules, sunshades, and terraces. The company also offers the Captain's Club loyalty program, Tiara Collection branded merchandise, and Paint Your Tiara custom hull paint program.
Differentiator
Problem solved
Functional benefit
Brands
- LS Series: Luxury Sport Series - The first Tiara yachts designed specifically around outboard propulsion, featuring sophisticated center console vessels for day yachting.
- LE Series
- LX Series
- EX Series
Products and services
- EX 60 Flagship express yacht featuring Volvo D13 IPS1350 propulsion, flexible luxury design with multiple cockpit module options, and accommodations for extended stays. Measures 60'3" LOA with 16'11" beam.
- EX 54 Express yacht with Volvo IPS2 950 propulsion, three aft cockpit module selections for customization, and three private sleeping accommodations for six adults below deck. Measures 54'3" LOA with 15'11" beam.
- 48 LE Flagship Luxury Express cruiser with triple Mercury 600 V12 Verado engines, choice of power-rotating Buffet Lounge or Adventure Module, and two staterooms with private heads. Measures 48'4" LOA with 14'2" beam.
- 43 LE Luxury Express cruiser with twin Mercury 600hp V12 engines, glass salon doors, rotating u-lounge with buffet and electric grill, fold-down terrace, optional fishing module. Measures 43'6" LOA with 13'0" beam.
- 39 LE Luxury Express cabin cruiser with Twin Mercury 600 V12 Verado engines, below-deck galley (only model in current lineup with this configuration), rotating helm seat, choice of Buffet Lounge or Adventure Module. Measures 39'6" LOA with 12'6" beam.
- 56 LS Largest Luxury Sport model featuring outboard propulsion, customizable cockpit options including Adventure Module, and sophisticated day yachting design. Measures 56'2" LOA with 16'0" beam.
- 46 LS Luxury Sport outboard-powered yacht with center console design, multiple lounging and social zones, and walk-around capabilities. Measures 46'6" LOA with 13'9" beam.
- 43 LS Luxury Sport outboard-powered yacht with sophisticated design for day yachting, walk-around capabilities and social zones. Measures 43'6" LOA with 13'0" beam.
- 39 LS Luxury Sport outboard-powered yacht with center console layout, multiple lounging spaces and social zones for day yachting. Measures 39'6" LOA with 12'6" beam.
- 35 LS Luxury Sport outboard-powered yacht designed for comfort, safety and day yachting. Measures 35'9" LOA with 11'6" beam.
- 34 LS Luxury Sport outboard-powered yacht with walk-around capabilities, outdoor galley, convertible sun pad, and below-deck sleeping accommodation and head. Max horsepower 850. Measures 34'9" LOA with 11'0" beam.
- 34 LX Luxury Crossover model with transformational aft seating, centerline bow walkway, dedicated marine storage, well-equipped galley, and private head. Mercury propulsion with Garmin Marine Navigation. Max horsepower 425. Measures 34'9" LOA with 11'0" beam.
- Captain's Club Owner loyalty program offering exclusive early access to events, annual owner's gift, and connection with the Tiara Yachts community.
- Tiara Collection Branded merchandise including apparel and accessories designed for Tiara Yachts owners, available through the Tiara Collection online storefront.
- Paint Your Tiara Custom hull paint program allowing owners to personalize their vessel with custom hull colors, creating a distinctive visual statement on the water.
Companies that use Tiara Yachts
Customer profileSegments1 record
Ideal customer profiles1 record
Tiara Yachts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature6 records
Tiara Yachts partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Marine Trades InstituteminorTiara Yachts has partnered with the Marine Trades Institute in Cedarville, Michigan to provide $15,000 sponsorship awards for two students attending each school year. Upon graduation, each selected student agrees to work for Tiara Yachts for a period of one year for pay and benefits. This partnership supports workforce development in the marine trades industry.
Scale indicators3 records
Recent moves9 records
Expansion highlights5 records
Tiara Yachts competitors and assessment
Company assessmentBroad incumbents
- Boston Whaler: Premium American boat brand owned by Brunswick Corporation. Overlaps with Tiara's outboard LS/LE series in unsinkable-hull premium recreational segment, leveraging Brunswick's larger R&D and capital base.
- Sea Ray (Brunswick Corporation): Premium American motor yacht and sport boat builder owned by Brunswick Corporation. Directly comparable product portfolio spanning runabouts through luxury yachts in similar 30-65 ft range, serving the same affluent recreational boater segment with both inboard and outboard propulsion.
Direct peers
- Hatteras Yachts: American builder of luxury convertible and express motor yachts, historically in the 45-100 ft range. Direct competitor in the premium American-made express yacht segment with Volvo and Caterpillar propulsion integration.
- Chris-Craft: American heritage luxury motor yacht and launch builder founded 1874, currently owned by Winnebago Industries (now Marine segment). Comparable premium-positioned motor yachts in similar size classes with strong brand heritage and customization.
- Regal Boats: Family-owned American boat manufacturer producing sport yachts, express cruisers, and bowriders in the 20-42 ft range. Comparable mid-sized family-run builder with similar American-made positioning and dealer network distribution.
- Pursuit Boats: Former sister company under S2 Yachts, divested in 2018. Builds premium sport fishing and offshore boats 26-43 ft. Direct competitor in premium American-made outboard market with shared heritage from S2 Yachts, Inc.
- Cruisers Yachts: American builder of luxury sport yachts and express cruisers in the 33-60 ft range. Directly comparable product overlap with Tiara's LE and LS series, serving similar premium recreational customers through a dealer network.
- Formula Boats: Family-owned American performance and luxury cruiser builder in the 27-45 ft range. Comparable mid-sized family-run manufacturer with premium positioning and similar propulsion partnerships (Volvo, Mercury).
Regional players
- Azimut Yachts: Italian luxury motor yacht builder (Benetti Group) in the 40-120 ft range. Competes in the premium express yacht category globally, including US dealer presence, representing the European alternative to Tiara's American-made luxury offering.
- Princess Yachts: British luxury motor yacht builder in the 40-95 ft range, distributed in North America through dealer networks. Comparable premium express yacht positioning but primarily UK-manufactured, providing direct head-to-head competition in showrooms and boat shows.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Tiara Yachts social profiles
Digital presenceTiara Yachts financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tiara Yachts leadership team
Management profileNumber of profiles
Profiles4 records
Tiara Yachts subsidiaries and ownership
Company hierarchySubsidiaries1 record
Tiara Yachts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tiara Yachts M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tiara Yachts
What does Tiara Yachts do?
Tiara Yachts manufactures and sells luxury motor yachts and sport yachts ranging from 34 to 60 feet LOA across four series (EX Express, LE Luxury Express, LS Luxury Sport, LX Luxury Crossover). The company produces its yachts at a Holland, Michigan manufacturing facility and sells exclusively through a global network of factory-authorized dealers who provide sales consultation, sea trials, and after-sales service. Optional configurations include modular cockpit layouts (Adventure Module, Buffet Lounge), custom hull paint through the Paint Your Tiara program, and integrated Garmin marine navigation with Mercury Verado or Volvo Penta IPS propulsion.
Is Tiara Yachts a public or private company?
Tiara Yachts is a private company. It is classified as family owned and is currently operating.
When was Tiara Yachts founded?
Tiara Yachts was founded in 1974. It employs 101 to 250 people.
Where is Tiara Yachts based?
Tiara Yachts is headquartered in Holland, United States, in the North America region.
How does Tiara Yachts make money?
Three revenue lines are on record. Luxury Yacht Sales are the primary driver. The others are parts and Service and merchandise and Accessories.
Who are Tiara Yachts's main competitors?
Broad incumbents on record are Boston Whaler and Sea Ray (Brunswick Corporation). Direct peers are Hatteras Yachts, Chris-Craft, Regal Boats, Pursuit Boats, Cruisers Yachts and Formula Boats. Regional players are Azimut Yachts and Princess Yachts.
Does Tiara Yachts have an API?
No public API is recorded for Tiara Yachts.
What industry is Tiara Yachts in?
Tiara Yachts's product category is Luxury Yachts. Its primary akta.pro industry code is IMAJAMAD, Luxury Motor Yacht Manufacturing, with a secondary code of IMAJAEAB, Motor Yacht Manufacturing. Its NAICS code is 336612 and its SIC code is 3730.