What Setag Yachts does

Setag Yachts Ltd is a British privately held yacht design and refit specialist founded in 2021 by Chris Gates, a former 30-year veteran of Princess Yachts. The company provides bespoke refurbishment, redesign, and engineering refit services for pre-owned motor yachts, with particular depth in Princess, Sunseeker, and Fairline vessels ranging from 30ft to 180ft. It operates from its UK headquarters at Queen Anne's Battery in Plymouth and a newer European facility at Port Denia Superyacht Shipyard in Denia, Spain, serving clients across the UK and Mediterranean.

The core offering is a one-stop-shop refit service delivered in-house across interior redesign (bespoke furniture, upholstery, joinery, natural stone surfaces), engineering overhauls, exterior restoration, navigation and electronics upgrades, stabilisation, lighting, and sound insulation ("Silent Night"). Projects are organised under three positioning tiers (Refresh, Remaster, Redefine) and priced on a bespoke basis from £10,000 to £1,500,000, with an average turnaround of 4-5 weeks for standard refits. The team holds 200+ years of combined experience drawn from major UK yacht manufacturers, which underpins the "remastered by the original artists" positioning and a claimed ability to extend vessel lifespan by 20+ years at a fraction of new-build cost.

Revenue is generated through project-based professional services sold direct-to-owner via consultations, site visits, and bespoke quotations, with marketing concentrated on boat shows (Southampton International Boat Show), industry press (The Times, All At Sea, Motor Boat & Yachting, Powerboat & Rib), and testimonials from yacht industry legends. The firm is founder-controlled, with no disclosed institutional funding rounds, and has completed 80+ projects since inception, including 20 in 2024. A channel partnership with Boats.co.uk extends the model into resale of SETAG-refitted yachts.

Name

Setag Yachts

Legal name

Setag Yachts Ltd

Website

https://setagyachts.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Yacht Refit and Refurbishment Services

NAICS

Ship Building and Repairing (336611), Repair and Maintenance (811)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Yacht Refurbishment, Refit & Modernization (Leisure Craft) (IMAJAEAN)

akta.pro secondary industry

Yacht & Recreational Boat Service & Refit (TLAKAKAD)

Keywords

• Yacht refit services
• Yacht refurbishment
• Marine interior design
• Yacht engineering refit
• Bespoke boat restoration

Headquarters

HQ city

Plymouth

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Yacht Refit and Refurbishment Services: Project-based professional services revenue from complete yacht refits, ranging from aesthetic refreshes to comprehensive engineering overhauls. Pricing varies by project scope from £10,000 to £1,500,000.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Setag Yachts provides bespoke yacht design, refurbishment, and engineering refit services for pre-owned motor yachts, specialising in Princess, Sunseeker, and Fairline vessels from 30ft to 180ft. The company delivers a one-stop-shop refit covering interior redesign, custom joinery, exterior restoration, stabilisation, navigation electronics, and engineering overhauls, with project budgets ranging from £10,000 to £1,500,000 and typical turnaround of 4–5 weeks.

Product overview

SETAG Yachts operates as a yacht design and refit specialist offering comprehensive refurbishment services for pre-owned motor yachts, primarily Princess, Sunseeker, and Fairline brands. The core offering is a 'one-stop-shop' refit service that encompasses three service levels (Refresh, Remaster, and Redefine) addressing everything from cosmetic updates to complete vessel rebuilds. Services include Interior, Navigation, Stabilisation & Lighting, Natural Stone Surfaces, Silent Night, and International Refit capabilities. The company operates from UK facilities in Plymouth and Poole, with a newly opened European facility in Denia, Spain. Projects range from £10,000 to £1,500,000 with typical turnaround of 4-5 weeks.

Differentiator

Problem solved

Functional benefit

Products and services

• Yacht Design & Refit Services Complete yacht refurbishment covering interior design, exterior refinishing, engineering overhauls, and systems upgrades for pre-owned motor yachts (Princess, Sunseeker, Fairline, 30ft–180ft). Delivered as a one-stop-shop service with project budgets ranging from £10,000 to £1,500,000 and average turnaround of 4–5 weeks.
• Refit for Purpose Bespoke refit service that allows yacht owners to personalise their vessels according to their specific taste and requirements, ranging from minor updates to comprehensive transformations.
• Interior Refurbishment Interior refurbishment services including bespoke furniture, upholstery, headlining, sidelining, joinery, and material upgrades for yacht interiors.
• Stabilisation & Lighting Installation and upgrade of stabilisation systems and lighting solutions for enhanced onboard comfort and functionality.
• Navigation Upgrades Navigation equipment upgrades and helm station modernisation including electronics, control systems, and dash resprays.
• Natural Stone Surfaces Premium surface finishing using natural stone materials for yacht galleys and interior spaces.
• Silent Night Sound Insulation Sound insulation and noise reduction solutions engineered to deliver enhanced onboard comfort and quieter yacht operation.
• International Refit Service Yacht refit services delivered internationally, handling vessels across different locations with coordination of logistics and project management for global clients.

Quantifiable outcome

• 80+ projects completed since 2021 with 20 projects in 2024 alone
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Port Denia Superyacht ShipyardcoreStrategic or Co-development Partner · 1 December 2024Collaboration with Port Denia Superyacht Shipyard for the European expansion facility. The partnership enables SETAG to serve Mediterranean yacht owners with dedicated refit bays handling yachts up to 30m, delivering services with speed and efficiency without compromising quality.
• British MarineminorOthersCorporate member of British Marine, the trade association for the UK marine industry, providing industry credibility and network access.
• Boats.co.ukcoreChannel Partner/ Reseller/ DistributorStrategic partnership for selling refitted yachts. The 'Third Way' Princess 49 project was listed for sale with Boats.co.uk. Managing Director James Barke publicly endorsed SETAG as 'the perfect way to open up a new market'.

Scale indicators3 records

Recent moves5 records

Broad incumbents

• Sunseeker: British luxury motor yacht builder producing vessels in the same size range as Setag's typical refit targets. Comparable because Sunseeker owners are a core Setag customer segment and its sales director has publicly endorsed Setag's service quality.
• Fairline Yachts: UK luxury motor yacht manufacturer whose founding partner has endorsed Setag. Comparable because Fairline's vessel range and owner demographic substantially overlap with Setag's specialty in refurbishing British motor yachts.
• Princess Yachts: UK-based luxury motor yacht manufacturer whose vessels Setag most often refits. Comparable because Princess's brand, craftsmanship, and customer base directly overlap with Setag's premium refit positioning, and Princess's founder publicly endorses Setag.
• Camper & Nicholsons: Global yacht management, brokerage, and refit services company. Comparable because Camper & Nicholsons delivers refit project management to yacht owners, partially overlapping with Setag's one-stop-shop service model.

Regional players

• Boats.co.uk: UK yacht broker and dealer that lists SETAG-refit yachts. Comparable because Boats.co.uk is a strategic channel partner that commercially validates the 'Third Way' pre-owned refit market Setag pioneered, and its MD has publicly endorsed Setag's model.

Direct peers

• Pendennis Shipyard: Cornwall-based superyacht refit, restoration, and new-build yard. Comparable because Pendennis is the closest UK-headquartered direct competitor offering bespoke refit and refurbishment services to motor yacht and superyacht owners.
• Rybovich: Florida-based superyacht refit, repair, and marina operator. Comparable because Rybovich offers the same type of comprehensive yacht refit services to HNW owners that Setag provides, representing a peer in a different geography.
• Monaco Marine: Mediterranean network of yacht refit and maintenance facilities across France and Monaco. Comparable because Monaco Marine directly competes with Setag's Denia offering for Mediterranean-based yacht refit work.
• Compositeworks: Spain-based composite refit and custom yacht construction yard. Comparable because Compositeworks serves the same Mediterranean superyacht refit market that Setag's Denia facility addresses.
• Astilleros de Mallorca: Major Spanish superyacht refit, repair, and maintenance shipyard. Comparable as a Mediterranean-based refit specialist competing for the same regional clientele that Setag targets from its Denia facility.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/setagyachts
• LinkedInlinkedin.com/company/setagyachts

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Setag Yachts