Princess Yachts has established a shipyard-direct sales and service operation in Hong Kong, replacing its existing distributor arrangement in the market.
The new operation will support Princess clients across Hong Kong, Greater China and selected surrounding markets. It will cover new yacht sales, ownership support and aftersales services.
The operation will be delivered through Princess Yachts Asia, a wholly owned subsidiary of Princess Yachts Limited. The subsidiary, based in Hong Kong, will give regional clients direct access to Princess shipyard expertise in technical sales, engineering and design.
Princess says it will continue to work with sales brokers and other partners in the region, allowing clients to retain local representation while also having access to direct support from the shipyard.
“By bringing Princess closer to our clients in these important markets, we are strengthening the ownership experience and giving owners more direct access to the people, expertise and support behind every Princess yacht,” says Will Green, CEO of Princess Yachts. “Our focus is on building trust, continuity and exceptional service, ensuring every Princess owner feels supported at every stage of their journey with us.”
The new operation will be led by Adam Waters, managing director of Princess Yachts Asia. Waters previously led the Princess distributorship for the territory between 2014 and 2024, during which time more than 145 new Princess yachts were imported into the region.
Princess says existing owners in the region will continue to receive support during the transition.
The company also says it is investing in regional resources for the new operation, including service support and technical expertise. The teams will operate from a dedicated office in Hong Kong.
While the new commercial structure covers Hong Kong, Greater China and selected surrounding markets, existing inventory-holding distributor partners in Japan, Southeast Asia, including Thailand, Indonesia, Malaysia and Singapore, Australia and New Zealand will continue to represent Princess in their respective markets.
The new Princess Yachts Asia team will meet clients, partners and brokers at the Cannes Yachting Festival and Monaco Yacht Show in September and the Hong Kong Boat Show in December. The company is also currently preparing to introduce the Princess X90 to the market.
Sunazure NextWave Yachting was appointed Princess distributor for the Hong Kong region in 2024.
In a statement, Princess says: “Princess Yachts would like to thank Sun Azure NextWave for their dedication and commitment to the Princess brand throughout their time as distributor. We look forward to continuing to work closely together during the transition period, ensuring a continuity of service and support for Princess customers.”
The news comes as tributes are being paid to the founder of Princess Yachts, David King, after his death at the age of 84 earlier this month.
The post Princess Yachts moves to direct sales operation in major Asian markets appeared first on Marine Industry News.
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