Princess Motor Yacht Sales

What Princess Motor Yacht Sales does

Princess Motor Yacht Sales (legal entity: Argo Nautical Limited) is the globally recognised largest and most experienced authorised dealer and distributor for Princess Yachts, operating an exclusive distribution partnership established in 1964. The company is part of the parent Orca Marine Leisure Group, which also holds authorised distribution rights for Pardo, Saxdor, and Galeon brands. Princess Motor Yacht Sales retails the full Princess range across six product classes — X Class Superyachts (X95 Vista, X90, X80), Y Class (Y95, Y80, Y72), F Class (F65, F58, F54, F50), S Class (S80, S74, S65), V Class (V65, V55, V50, V50 Open, V40), and the newly launched C Class centre-console range (C48 Deck, C48 Open). Used yachts are offered through Princess Brokerage International and the Princess Approved manufacturer-backed certified pre-owned guarantee scheme, with used vessel prices ranging from approximately £399,000 to £7,275,000.

The business operates seven showroom and service locations across the UK (Swanwick/Southampton and Plymouth), Germany (Neustadt in Holstein, opened January 2018), and Spain (Puerto Banus/Marbella, Puerto Portals/Mallorca, Cala D'Or/Mallorca, and Marina Botafoc/Ibiza). Revenue is generated across seven streams: new yacht sales (unit margin), brokerage (transaction commission), servicing and maintenance (recurring service contracts and the Service Inclusive Package), yacht finance referrals (commission via General Yachting & Leisure Finance Ltd), the YachtQuarters fractional ownership programme (recurring shared-ownership fees), parts and accessories sales, and charter services. The company sells ancillary and retrofit products including Williams Jet Tenders, Flite Electric Hydrofoils, Dockmate joystick docking systems, stabilisation systems, watermakers, and remote boat monitoring.

The go-to-market is an enterprise field sales model executed through trained sales professionals at each showroom, attendance at major boat shows (British Motor Yacht Show, Palma International Boat Show), and direct outreach to HNW prospects. The primary customer segment is High Net Worth Individuals seeking new or pre-owned Princess yachts for personal use, with a secondary corporate buyer segment for fleet and charter acquisitions. The CEO is Max Whale; the company employs 51-100 staff and is headquartered in Southampton, United Kingdom. The business is a privately held authorised distributor with no public listing, no disclosed funding rounds, and no disclosed revenue figures.

Name

Princess Motor Yacht Sales

Legal name

Argo Nautical Limited

Website

https://princess.co.uk

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

51–100 employees

Short description

Princess Motor Yacht Sales is the world's largest authorised dealer and distributor of Princess Yachts, established in 1964 and operating seven showroom and service locations across the UK, Germany, and Spain to sell new, used, and fractional Princess motor yachts plus brokerage, servicing, finance, and charter services to HNW individuals and corporate buyers.

Ownership category

akta.pro rank

Product category

Luxury Yacht Dealership Services

NAICS

Boat Dealers (441222), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Semi-Custom Luxury Yacht Manufacturing (IMAJAMAA)

akta.pro secondary industries

Private Yacht & Luxury Boat Charters (With Crew) (THAJALAE), Luxury Yacht Systems Integration & Commissioning (Shipyard) (IMAJAMAI), Motor Yacht Manufacturing (IMAJAEAB)

Keywords

• Luxury yacht sales
• Yacht brokerage
• Yacht servicing
• Marine finance
• Shared yacht ownership

Headquarters

HQ city

Southampton

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. New Yacht Sales: Sale of new Princess luxury motor yachts directly to customers. Revenue is generated through the margin between manufacturer cost and retail selling price.
2. Used/Brokerage Yacht Sales: Brokerage services for pre-owned yachts including part exchange and direct purchase options. The company acts as a broker earning commissions on sales.
3. Yacht Servicing and Maintenance: Complete maintenance programs, refits, and repairs carried out by Princess specialists. Revenue from service contracts and ad-hoc maintenance work.
4. Yacht Finance: Marine mortgages and loans facilitated through financial partners for new and used yacht purchases.
5. YachtQuarters Shared Ownership: Fractional ownership program allowing shared purchase of yachts with reduced initial outlay.
6. Parts and Accessories: Sale of Princess yacht parts and accessories through the parts shop.
7. Charter Services: Princess Yacht Charter services for customers seeking charter opportunities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Princess Motor Yacht Sales is the authorized distributor for Princess Yachts motor yachts across the UK, Germany and Spain, selling new Princess X, Y, F, S, V and C Class motor yachts. The business also operates Princess Brokerage International for pre-owned sales, the Princess Approved certified pre-owned programme, YachtQuarters fractional/shared ownership, Princess Yacht Charter, and an after-sales stack covering yacht finance, yacht insurance, yacht servicing and maintenance, and retrofit upgrades such as Flite hydrofoils, Dockmate systems, Williams Jet Tenders, watermakers and remote boat monitoring.

Product overview

Princess Motor Yacht Sales operates as the largest and most experienced Princess Yachts dealer and distributor globally, established in 1964. The company offers a comprehensive luxury motor yacht portfolio comprising new yachts across six distinct product classes (X Class Superyachts, Y Class, F Class, S Class, V Class, C Class), used/pre-owned yachts through Princess Brokerage International, Princess Approved certified pre-owned programme, YachtQuarters fractional ownership, charter services, marine finance and insurance, and full-service after-sales support including maintenance, parts, and retrofits (hydrofoils, stabilisation, docking systems, watermakers, remote monitoring). The company distributes across UK, Germany, Spain, and Mallorca through multiple office locations.

Differentiator

Problem solved

Functional benefit

Brands

• Princess Brokerage International: International brokerage services for used and pre-owned Princess yachts
• Princess Approved
• YachtQuarters
• Princess Yacht Charter

Products and services

• Princess X Class Motor Yachts Princess X Class flybridge and sportbridge motor yachts sold to private HNW buyers and corporate clients across the UK, Germany and Spain.
• Princess Y Class Motor Yachts Princess Y Class flybridge motor yachts sold as new builds through the authorized distributor.
• Princess F Class Motor Yachts Princess F Class flybridge motor yachts sold as new builds to HNW private buyers.
• Princess S Class Motor Yachts Princess S Class sport yachts sold as new builds through the authorized distributor.
• Princess V Class Motor Yachts Princess V Class V-deck sport yachts sold as new builds via the authorized distributor.
• Princess C Class Motor Yachts Princess C Class compact sports yachts sold as new builds to HNW private buyers.
• Princess Brokerage International Brokerage service for buying and selling pre-owned Princess motor yachts and other marques, offered through a dedicated broker network across the UK, Germany and Spain.
• Princess Approved (Certified Pre-Owned) Certified pre-owned Princess yacht programme with multi-point inspection, certification and after-sale support for buyers seeking a used Princess yacht.
• YachtQuarters Shared Yacht Ownership Fractional ownership programme allowing buyers to acquire a share of a Princess yacht for a defined usage entitlement, with the company managing scheduling, maintenance and operations.
• Princess Yacht Charter Charter of Princess motor yachts for private and corporate use across Mediterranean and other cruising grounds.
• Yacht Finance Finance arrangement service introducing buyers to marine lenders and structuring loans/leasing for new and pre-owned yacht purchases.
• Yacht Insurance Insurance brokerage placing yacht hull, liability and crew cover for owners via partner marine insurers.
• Yacht Servicing and Maintenance Scheduled and corrective maintenance, refit and repair of Princess motor yachts at company service facilities.
• Flite Electric Hydrofoil Retrofit Sale and installation of Flite electric hydrofoil boards as a tender/toy accessory for yacht owners.
• Dockmate Wireless Docking System Sale and installation of Dockmate remote docking control systems on yachts.
• Williams Jet Tenders Sale and installation of Williams Jet Tenders as yacht tenders.

Quantifiable outcome

• British Motor Yacht Show 2026 recorded as most successful show to date with record visitor attendance
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Princess Yachts LimitedcoreChannel Partner/ Reseller/ Distributor · 1 January 1964Princess Motor Yacht Sales is the globally recognized largest and most experienced authorized dealer and distributor of Princess Yachts. This exclusive partnership has been maintained since 1964, with Princess Motor Yacht Sales operating as the authorized distributor for Princess Yachts across UK and European markets.
• Williams Jet TendersminorChannel Partner/ Reseller/ DistributorPrincess Motor Yacht Sales offers Williams Jet Tenders as part of their accessory and retrofit offerings, providing customers with premium tender options for their yachts.
• PardominorChannel Partner/ Reseller/ DistributorPart of of Orca Marine Leisure Group, the company is also an authorized distributor of Pardo yachts.
• SaxdorminorChannel Partner/ Reseller/ DistributorPart of Orca Marine Leisure Group, the company is also an authorized distributor of Saxdor boats.
• GaleonminorChannel Partner/ Reseller/ DistributorPart of Orca Marine Leisure Group, the company is also an authorized distributor of Galeon yachts.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sunseeker International: Sunseeker is a competing UK luxury motor yacht manufacturer whose boats are sold through a competing authorised dealer network across Europe. Both companies operate the same authorised-distributor model, target the same HNW European buyers, and compete head-to-head at boat shows such as the British Motor Yacht Show and Palma.
• Burgess Yachts: Burgess is one of the world's leading luxury yacht brokerage, sales, charter, and management firms with offices across the Mediterranean, the Americas, and Asia. It is a direct competitor to Princess Brokerage International and Princess Yacht Charter in the pre-owned yacht and charter segments of the same HNW customer base.
• Camper & Nicholsons: Camper & Nicholsons is a global luxury yacht brokerage, charter, and management company operating across the Mediterranean, the Caribbean, and the US. It competes directly with Princess Brokerage International and Princess Yacht Charter in yacht sales, charter, and management for the same ultra-HNW clientele.
• IYC (International Yacht Collection): IYC is a global luxury yacht brokerage and charter firm with a strong Mediterranean presence. It directly competes with Princess's brokerage and charter arms for HNW buyers and charter clients across the same geographies.
• Edmiston: Edmiston is an international luxury yacht brokerage, charter, and yacht management house with offices in Monaco, London, and other key hubs. It overlaps directly with Princess's brokerage and charter offerings for the same HNW buyer pool.
• Northrop & Johnson: Northrop & Johnson is a global luxury yacht brokerage, sales, and charter firm with strong Mediterranean and US presence. It competes directly with Princess Brokerage International and Princess Yacht Charter for HNW buyers and charter clients.

Broad incumbents

• Princess Yachts Limited: Princess Yachts Limited is the OEM manufacturer and the source of the inventory Princess Motor Yacht Sales distributes. As the parent brand and exclusive supplier, it is the strategic incumbent whose product roadmap and commercial terms dictate the dealer's success.
• Fairline Yachts: Fairline is another UK luxury motor yacht manufacturer that, like Princess, sells through an authorised European dealer network. It overlaps with Princess Motor Yacht Sales as a competing OEM-dealer combination in the same product category and customer base.
• Ferretti Group: Ferretti Group is a global luxury motor yacht manufacturer (Ferretti, Riva, Pershing, CRN, Itama) with its own dealer network across Europe. It competes with Princess at both the OEM and dealer level for the same HNW buyers in the Mediterranean and Northern Europe.
• Azimut Yachts: Azimut is one of the world's largest luxury motor yacht builders, with an established Mediterranean dealer network. It is a broad incumbent competitor to Princess Motor Yacht Sales in the same product segment and overlapping geographies (Italy, Spain, France).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PrincessMYsales
• Facebookfacebook.com/PrincessMotorYachtSales
• LinkedInlinkedin.com/company/princess-motor-yacht-sales

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Motor Yacht Sales